Data Mining Uses of Marketing Automation Solutions

26.01.2012 | Author: brianw | Posted in Internet Marketing
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The true value of data mining lies in helping define and focus strategies related to lead management. Using historical customer transactional data, predictive models are arrived at. This, when combined with the behavioral analysis of current visitors, can help marketers to better qualify leads and concentrate on prospects that are predicted to have a higher likelihood of responding to an offer.

This highly sophisticated method can help identify which channel and which specific offer a prospect is likely to respond to and also automate the process. Analyzing data from different perspectives, and using it to better target customer offers and services helps to increase revenue-generating opportunities and reduce marketing and sales costs.

  • Drive revenue with more qualified leads
  • Increase marketing and sales efficiency and effectiveness
  • Demonstrate value and accountability to management
  • Align marketing and sales focus and delivery

There are lead generation platforms that incorporate online visitor tracking and behavioral analysis to provide a multi-dimensional view of leads, opportunities, and buying prospects. The data stored in the marketing automation platform helps to converts customer and prospect data into true business intelligence.

Using Marketing Automation tools for Data Mining

  • Can provide sophisticated lead insight and data enrichment, customizable reports
  • Provision to create graphs and charts for visual understanding
  • Provision to create prospect activity reports to facilitate decision making
  • Easy correlation of source of leads with their activity for fine tuning marketing programs
  • Prioritization of lead scores based on prospect identity, buying intent and predictive models

Marketing automation tools are great tools for data mining. The tool requires the organization’s marketing and sales teams to define a good lead, which becomes the base criteria for scoring and qualifying leads. This has to be a joint effort and once this common profile is in place it becomes easy to qualify leads.

Also, marketing automation solutions provide both sales and marketing with more specific information about their end customers, which helps them in focusing their respective energies in customizing their pitch, ensuring better returns for both. Having common data to look at, pursue and measure against, ensures a smoother run for the two departments.

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