Get lead scoring data right in Google Analytics with Google Tag Manager

Ruth Burr Reedy, VP of strategy at UpBuild, on the benefits of setting up lead scoring in Google Analytics and the steps to get there.

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Ruth Burr Reedy, VP Strategy at UpBuild
Ruth Burr Reedy, VP strategy at UpBuild speaking at MarTech Conference 2019 in Boston.

“These are the wrong kind of leads.”

Sound familiar? If you’re a lead generation marketer, it’s an unwritten right of passage to get that complaint from your sales team.

Perhaps you are generating more leads, but they’re coming from higher funnel campaigns, and sales isn’t seeing them convert like quickly enough. “Top of funnel marketing means you’ll get top of funnel leads,” said Ruth Burr Reedy, VP of strategy at digital marketing agency UpBuild, during a talk at our Martech Conference in Boston last month. Those higher funnel leads will, by their very nature, need more touches to convert to sales. “If the sales team is not expecting them, they’ll be unprepared to deal with them,” said Burr Reedy.

Expectation-setting is critical when marketing teams run higher funnel lead gen campaigns. To help marketers get a claear sense of how their campaigns are performing, the touches involved in converting certain leads and other insights, Burr Reedy laid out a framework for setting up lead scoring for attribution in Google Analytics. This can provide a better picture than what you get in your CRM. “Attribution in CRM can be really confusing and not snapshot of reality,” she said.

How to get started

First, talk to the sales team about how they qualify leads. “If you press them,” said Burr Reedy, “they’ll tell you they look at one or two dimensions — often title, company revenue or company size.” Then agree on the thresholds for those dimensions that qualify a lead as hot, warm or cold. Be sure you’re capturing these criteria in your forms.

Establish with sales the criteria for each lead type.

Once you know the fields you’ll be tracking, using your browser developer tools, get the field ID for each. Then, in GTM create a custom JavaScript variable for the ID with getElementById or getElementByName.

Test your custom variables in the GTM console and in preview mode to be sure they’re returning the data you want. (If you want to track fields from a dropdown list on your forms, Burr Reedy recommends Simo Ahava’s blog post for tips.) Of course, be very sure you’re not collecting personally identifiable information (PII).

Next, in GTM, create Triggers for each lead type — hot, warm, cold — and then Event Tags for each one.

Configure Triggers in Google Tag Manager for hot, warm, cold leads.

Establish and document naming conventions for capturing your lead criteria. Burr Reedy suggests putting lead type criteria right in your Event Labels in GTM for clearer reporting and continuity.

Document your naming conventions.

How to use the lead scoring data in Google Analytics

Once you have this set up, you’ll be able to get a much better picture of how these leads perform from within Google Analytics.

See customer pathing to understand how long the leads take to convert. Share this information with sales to help set expectations as well as get a better understanding of where you should focus your efforts by seeing which referral sources drive a disproportionate share of hot/warm leads that convert. You can also use this information to find on-page optimization opportunities. Look at landing page reporting in Analytics to see which pages drive hot/warm leads and which pages only drive cold leads.

Capture lead scoring data in Google Analytics to better inform your marketing efforts and communication with sales.

To make this work consistently, said Burr Reedy, “You need to have a good system for managing all of your IDs. When a form is changed, be sure there is a process for notifying and capturing those changes. Be consistent with naming conventions.” This requires tight orchestration between any internal and external teams involved in any piece of the process.

Once it’s up and running, marketing will have a much more accessible and real-time view into the lead performance to inform their campaigns, site content and communication with sales.

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What We Shipped: Get Instant Customer Insights with Audience Explorer

Every successful personalization campaign requires understanding both your customers and their intent. At its core, personalization is the act of presenting the right experience to the right audience to deliver a wanted experience. So how can marketers better understand their audience segments, in order to design the most valuable experiences possible? The first step is…

The post What We Shipped: Get Instant Customer Insights with Audience Explorer appeared first on Monetate.

Every successful personalization campaign requires understanding both your customers and their intent. At its core, personalization is the act of presenting the right experience to the right audience to deliver a wanted experience. So how can marketers better understand their audience segments, in order to design the most valuable experiences possible?

The first step is gathering insights into how your customers behave and teasing out the similarities and differences among your customers. This used to require using larger outside analytics solutions or cobbling together the right data from across multiple systems (or teams) — which could sometimes take weeks, without even including the hours it can take to dive into the data to find actual insights.

Today, I’m excited to announce that Monetate customers have access to Audience Explorer: a segmentation and analytics tool that provides instant insights into your customers. We designed Audience Explorer with personalization in mind, to help marketers craft nuanced audience segments, evaluate their performance across key metrics, and create experiences to quickly deliver personalization to those audiences. All in a matter of minutes, right in the Monetate platform. 

But don’t take my word for it. Here’s how one of our power users, Allison Reitz, Manager of Conversion Optimization at TicketNetwork, uses Audience Explorer:

“I can instantly see fluctuations in existing segments, discover new segments as they emerge, and adjust my strategies around these changes. Instead of spending my time segmenting and analyzing data, I can focus on launching positive experiences that address real-time trends in website traffic, using data I trust.”

And read on for more details about what Audience Explorer can do for you.

Get instant insights

Audience Explorer gives you instant insights into customer behavior using everything from simple attributes (such as device type and geography) to more complex attributes (such as product categories viewed and brands purchased). All in real time. Audience Explorer also highlights how each audience contributes to key metrics like conversion rate or average order value — so you can turn more of your customers into your best customers. 

Compare audiences and experience performance

You can also explore performance differences between segments after serving an experience or test. This can be especially powerful when analyzing how personalization initiatives are affecting shopping behavior; for example, how well did your content perform for new customers versus returning customers? You can even take this idea one level further by looking at audiences who have seen multiple personalization experiences and track how that affects their shopping behavior — key for building a business case for deeper personalization.

Audience Explorer can also help marketers derive deeper insights from A/B tests. Imagine you just completed an A/B test to see which version of your product description page resulted in a higher add-to-cart rate. You know that variant A did better overall, but Audience Explorer can help you understand how well the test performed based on the specific products customers were browsing when presented with the variants. 

Understand audiences to build more effective strategies

Building an effective personalization strategy requires an understanding of key audience segments and answering questions like, “Do I have audiences that share traits or behaviors that I should personalize around?” Audience Explorer helps surface these key metrics and attributes.

[Want to read the latest Monetate research into valuable holiday shopper segments? Click here.]

Target saved audiences to take immediate action

Once you have identified and saved valuable audiences, you can use them as targets for an experience. Audiences you’ve saved in Audience Explorer are surfaced as targets for you in the platform’s Experience Builder — just select the audience you want to target. 

Bringing Audience Explorer to life

Audience Explorer was built in partnership with dozens of Monetate customers who were part of our early access program. The direct feedback they provided as we designed, developed, and iterated on Audience Explorer was invaluable and ensured that we built something that solves real problems for our clients. 

Delivering these new audience analytics features is particularly meaningful to me because Audience Explorer is the first product I’ve worked on since joining Monetate. Thank you to all the customers, designers, and engineers who helped bring this to life. If you’re interested in learning more about Audience Explorer, reach out to your Monetate account manager or submit a demo request.

Ubek Ergashev is a Product Manager at Monetate, focused on developing products that empower customers with analytics capabilities.

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Soapbox: We need to be more skeptical about the insights we’re getting

In today’s Soapbox, we must understand where our insights come from because we really don’t want to be making major decisions based on faulty data.

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Think about the last statistic someone threw at you, whether that’s on the Captivate monitor in the elevator or the latest medical study you read about. Was your first thought: “I need to know more about how the research was conducted before I take this as truth?” Unless you’re in academia or social science, the answer is probably not. And that’s an issue.

Every organization wants to better use data to make decisions. Research and surveys are increasingly important as new regulations limit the type of data organizations can collect. But if we’re making decisions based on research, it’s increasingly important to be skeptical of the science behind the numbers. Everyone should have a basic knowledge of social science so they can better identify biased research.

Some questions to consider when looking at research:

  • Where did the research originate, and what are the incentives of that organization? What about other research that’s cited? Don’t forget to look at the footnotes.
  • Are the questions written in a way that’s understandable? Are they leading?
  • Are there too many questions, leading the respondent to go on auto-pilot and give random answers?
  • Is the topic something sensitive that respondents might lie about? Are we asking them to rely entirely on memory?

No one is expecting a marketer to be an expert in social science – that’s why there are specialists handling research. But if marketers don’t dig under the hood of where the insights come from, they could make major decisions based on faulty intel.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

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Marketing Cloud Datorama brings no-code approach to data

The new features are expected to help marketers create consistencies across their data for better analysis and data visualization.

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Salesforce has announced two new Marketing Cloud Datorama analytics features that are expected to help marketers bring their data preparation, analysis and visualization to new levels with a no-code approach to data. The new tools, Harmonization Center and Data Canvas, will help marketers cleanse, classify and enrich data for improved analytics and provides a platform for creating interactive dashboards for better insights. Both features are now generally available.

Why we should care

The Harmonization Center is a no-code feature that will allow marketers to create consistent brand taxonomies across their siloed data sources. The no-code approach will make data harmonization more achievable for marketers without having to rely on additional technical resources. The Harmonization Center will also allow marketers to validate their data before importing it to Data Canvas to visualize it.

Data Canvas allows marketers to create dashboards to analyze, visualize and present data without needing technical or design skills.

“In order to support our diverse customer base across multiple product lines, we leverage numerous marketing platforms, all of which generate data in various forms, said Brenna Comacchio, marketing science and insights at Autodesk. “Datorama helps us democratize data across this robust marketing ecosystem and compare the success of our efforts across a multitude of marketing channels. We can centralize data across siloed environments, visualize it to uncover actionable insights, and easily share it across the organization.”

More on the news

Marketing Cloud Datorama’s Harmonization Center includes: 

  • Data classification: Marketers can standardize their data with preferred taxonomy. Additionally, marketers enrich their data by assigning a new list of classifications to a data set. Marketers can upload a list of attributes such as country, offer and audience and map each attribute to their campaign data.
  • Naming convention patterns: Enables marketers to standardize their data by detecting patterns within data to ensure consistent and accurate naming conventions.
  • Data hygiene score: Provides marketers with a score of how consistent and cleansed their data is.

Data Canvas allows marketers are able to access a full suite of design editing tools, a library of visualizations, unique themes. Other features include:

  • Datorama Marketplace integration: The Datorama Marketplace allows developers to create apps for marketers. This gives marketers access to different integrated apps for presenting and visualizing data.
  • AI-Powered Visualization Recommendations: Marketers will receive AI-powered visualization recommendations based on the data they are using. Datorama will suggest dashboards that will best visualize a marketer’s data set, showcasing the right levels of granularity, segmentation and exploration, such as specific date and time ranges, geos and products. 

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12 common questions marketers ask about call tracking answered

Call tracking software is a critical component of your martech stack that many marketers don’t know enough about.

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Phone calls convert at 10x the rate of clicks, so it makes sense that many marketers spend a considerable portion of their budgets driving calls from paid search and social media. What doesn’t make sense is that the data available from phone calls are allowed to slip through the attribution and analytics trap that we’ve set up for everything else. This is basically like making a cheeseburger without a bun — while it can be done, it won’t be as good as it could be and it’s basically a waste of money. 

Call tracking and analytics platforms can address this attribution gap for marketers. The problem is that this critical piece of the martech stack is fairly new technology to a lot of marketers. Here are answers to the 12 most common questions marketers ask about call tracking to get you up to speed. 

What problem does call tracking solve? 

If your marketing strategy involves driving potential customers to the phone, you could be missing out on important attribution data as well as the best source of first-party customer data. While you have access to end-to-end customer journey data and attribution from purely digital campaigns, the data trail goes cold when your customer picks up the phone. 

Call tracking and analytics platforms allow you to close that data gap and gain an untapped source of customer and marketing attribution data. Simply put, call tracking that’s designed for marketers allows you to get all of the same attribution data that you get for online interactions for actions that happen on the phone. This allows you to optimize your digital marketing to drive high-quality phone calls and increase your marketing ROI.

What kind of data does call tracking platforms capture from phone calls?

Call tracking platforms can capture data from both the callers’ digital journey and actions taken once on the phone. Note that the level of data granularity depends on the level of sophistication that your platform provides. More advanced AI-powered platforms can automatically predict call outcomes (e.g. sale made) and provide attribution at the keyword level. These data include: 

Conversational analytics

  • Call outcome (purchase made, application submitted, appointment made, quote given,etc.)
  • Spoken keywords

Digital campaign data

  • Source campaign
  • Marketing channel
  • Ad group
  • Terms and keywords
  • Partner IDs (Google Click ID, Adobe Marketing Cloud Visitor ID, etc.)

Contextual data

  • Calling page
  • Shopping cart activity

Call data

  • Call start time
  • Keypresses
  • Call duration
  • Caller ID
  • Call recordings
  • Repeat caller

How can a call tracking platform tie phone calls back to marketing efforts that drove them? 

Call tracking software enables marketers to tie customers’ digital journeys to phone calls using online data collection and unique, trackable phone numbers. Some platforms will use a JavaScript tag that is placed on your website that automatically replaces standard, static phone numbers with trackable, dynamic phone numbers that are unique to each site visitor. These dynamic numbers act as a unique identifier for an individual’s website session.

When a person calls one of these dynamic phone numbers, the call is routed through the call tracking platform to your call center, local agent, or any other destination. This allows the platform to aggregate the digital data and tie the callers’ previous activity to the phone call. This happens nearly instantaneously with no interruption to the caller experience. With this data, you can understand exactly which marketing tactics are driving your high-value phone calls. 

What can we do with this data?

With the granular call attribution data Invoca provides, you can optimize your marketing campaigns to drive more high-value calls, enhance the entire customer journey, and personalize the caller experience to increase conversion rates. Here’s how it works. 

Optimize your marketing

Call tracking platforms that can predict call outcomes not only give you visibility into the campaigns that are driving your calls, but provide a full picture of the outcome of every call. The result? You can make smarter campaign optimization decisions — like what keywords you should be spending more money on — to drive more revenue-generating calls and more efficient campaigns. 

Enhance the customer journey

The customer journey doesn’t end after a phone call. You can use outcome data gathered from phone calls to enhance your other marketing tools and expand your reach to likely buyers. By pushing call analytics into media platforms like Google Ads and Facebook, or DMPs like Adobe Audience Manager, marketers can create targetable audience segments to orchestrate the next action, or build lookalike audiences to reach new customers.

Personalize the caller experience

You can also use call tracking platforms to personalize the caller experience to increase conversion rates, enhance the customer experience, and ensure that call center agents are focusing on revenue-driving calls. Invoca customers have seen 10x increases in conversion rates by qualifying and routing calls based on factors like geolocation, time of call, product interest, shopping cart activity, and more.

Doesn’t showing a unique phone number to every website visitor require an enormous amount of phone numbers? 

No. Dynamic phone numbers are “recycled” in a predetermined amount of time after someone visits your site and does not call. Rather than assigning one number to only one visitor forever, you can create an attribution window that makes sense for your business. For example, if you know that customers typically call within 30 minutes of visiting your page, you can safely reuse that uncalled number after 30 minutes, exposing it to a new site visitor. Learn more about how dynamic phone numbers work in the Invoca Call Tracking Study Guide.

Isn’t call tracking for the call center? Why should marketers care?

The kind of call tracking that marketers need is different than what you will find in the call center. Call centers typically focus on call quality metrics like call duration, hold times, call counts, etc. The data they collect is typically used to reduce call center costs, not to drive additional revenue. They may track conversion data, but marketing usually has little, if any, access to this data and no way to attribute it to campaigns that may have driven the calls in the first place.

Call tracking that’s designed for marketers allows you to connect phone calls to advertising so you know what ad drove what call and what the results of that call were — AKA call attribution. For example, if you call a business that’s using Invoca’s call tracking platform, they can tell what ads, webpages, or keywords helped drive you to call. And once you are on the phone, Invoca analyzes the language used in the call to tell if you bought anything, got a quote, made an appointment — or whatever your business considers a conversion. With this data, marketers can make their ads, web pages, social ads, and other advertising media more effective to acquire more high-value customers at a lower cost.

Okay, but the call center won’t want to rip and replace what they’re using for tracking calls.

If your call center has its own solution in place for counting calls, monitoring call quality, and measuring all the KPIs that are important to the department, then they don’t usually have to make any changes when the marketing team adopts a new call tracking solution. It has no impact on the existing telephony system, and any tracking platforms that they are using can remain in place. If zero disruption to your call center operations is what’s desired, zero disruption is what you get. 

Where do calls placed to dynamic phone numbers go?

When a customer calls a dynamic phone number generated by a call tracking platform, it is routed to the existing destination phone number or call center of your choice. You’ll still use your existing phone system, and inbound calls will still be routed to them in the same way as they are without it. The dynamic phone numbers are simply a proxy that appears on your website to enable the capture of the rich, session-level data, just like you get for clicks. 

How can I access call tracking data?

When you add a call tracking platform to your martech stack, you shouldn’t be adding yet another dashboard. Look for a call tracking solution that can pass data in real time to whatever platforms you already live in like Google Ads, Google Analytics, Salesforce or Adobe Experience Cloud. You can also access and view call data directly in the platform’s dashboards and reports.

How does call tracking work with paid search? 

Paid search optimization is one of the primary use cases for call tracking in marketing. For marketers who manage paid search strategy in Google Ads, you can get closed-loop attribution for phone calls and conversions driven by your paid search and display spend through integrations with Google and other ad platforms.

This is accomplished by capturing data about the digital journey, like marketing campaign and ad creative, and tying that data to phone calls. When a call is placed, Invoca captures identifiers like the Google Click ID, enabling you to report individual call events and conversions to Google Ads. Platforms with native integrations offer the most reliable and precise method to get keyword visibility for mobile call extensions and calls from your landing pages.

When you can get keyword-level attribution and conversion reporting in real time, you can attribute calls to paid search and display budgets, and use call conversions to optimize your spend to drive more revenue. 

How does call tracking work with web analytics?

By integrating Invoca call data with web analytics tools like Google Analytics, marketers can get a holistic view of keyword or campaign performance, identify top conversion paths, understand reverse goal paths, and create call-based segments.

Call tracking platforms capture data about the customer journey, like marketing campaign and ad creative, and ties that data to phone calls. By capturing key identifiers like Google Client ID, you can report individual call events and conversions to Google Analytics. By tying phone calls to website activity, marketers can understand how customers are engaging with their website and use that call activity to help create a seamless customer journey. Some platforms also offer integrations with social media advertising like Facebook click-to-call ads and Instagram.

Does call tracking work with our CRM? 

Call tracking platforms can send call data to CRMs like Salesforce Sales Cloud in real time for automated closed-loop reporting. You can also push opportunity stage information from Salesforce to the call tracking platform for reporting and analysis, or to build out marketing audiences in other martech tools. 

But do you really need a call tracking platform? If you spend any significant portion of your marketing budget driving phone calls to your call center, then yes. Unless, of course, you like wasting money! 

Get Invoca’s Call Tracking Study Guide for Marketers to learn more about how its AI-powered call tracking can help you drive more revenue.

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How to track traffic quality and boost conversions

Traffic quality is a key aspect of driving conversions.

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Imagine you got a spike of traffic from Facebook amounting to hundreds of thousands of visitors — but only a trickle of them converted.

And let’s assume all the moving parts in your funnel are working properly; you’ve got a fast- loading website, great conversion copy, and well-functioning sign-up or contact forms.

Yet, with all of these things, your conversion rates from that spike of traffic were nothing to write home about. And what exactly could cause that?

Your traffic source, that’s what.

How to select the right traffic sources for your business

There are traffic sources that send thousands of visitors along with impressive conversion rates. But there are also others that can send you loads of visitors and yet drive few to no conversions.

The former drives more conversions your way because they bring in well-informed visitors — or at least visitors whom your copy is designed to convert.

So traffic quality is paramount when it comes to driving conversions. And that’s where a conversion rate optimization (CRO) tool that helps you analyze traffic can help by revealing the best- to worst-performing leads.

And here’s how they do it.

1. Automatic funnel set-up

An analysis tool like Finteza helps you discover your funnels and attribute traffic and conversions to them accordingly. In this way, you’re able to identify everything that goes into every conversion on your site.

Many (if not most) analytics tools will only show you where a conversion happens and the source they came from — unless you manually and painstakingly set them up to be more detailed about what’s going on with your funnels. But what about the other pages that aided a conversion? For example, before a visitor signed up for your whitepaper, they quickly visited your homepage. And they did that to get a general idea about your site before going back to converting on your whitepaper landing page.

Traditional tools, on the other hand, will only show that they came from your Facebook ad, for example, and converted.

This step-by-step conversion/drop-off data is gold; it shows you exactly where potential users are dropping off on your site and why that’s happening. Not only that, you see the exact percentage of users who drop off and where they did that.

In the image above, for instance, 1,611 visitors landed on a particular page but fewer than 1 percent of them made it to sign up.

It tells you that in your 8-step funnel (in the example above), only 32 percent of your traffic move to the next stage in the funnel in a specific time period, 26 percent of them move to the next step, 5.6 percent of them move to the third step and so on. Eventually, only 0.9 percent of them converted.

This type of funnel tracking reveals the quality of your traffic sources. Once you understand that a whopping 68 percent of your traffic couldn’t make it to the second stage of your funnel (still using the example above), you immediately realize that your traffic source is a problem (assuming your landing page and other aspects of your funnel are working perfectly fine.).

2. Identify your best and worst performing campaigns

In-depth, step-by-step details about your funnels helps you identify campaigns that are worth spending your marketing budget on. You also get a better picture of who your customers are and can create customer profiles that better represent them.

And you don’t just see a step-by-step breakdown of your visitors’ journeys to drop-offs and conversions, you also see where exactly they come from.

With a visually-rich referral traffic report, you’re able to assign relevant meaning to why drop-offs or conversions are happening throughout specific stages of your funnels.

If, for instance, 152 of 15,900 (0.9 percent) people converted in an email campaign you ran last month, you can tell you used a bad channel for the campaign (again, assuming you’ve got everything else right — great offers, page speed, and so on).

3. Traffic quality analytics

Imagine being able to get the actual percentage of bad traffic from channels you spend thousands of dollars to promote on.

A good tool can help you out here. One that displays a clear graphics bar that depicts your traffic quality in three types (colors), can be even more useful.

Additionally, a tool that shows the rate of quality vs inferior traffic from Facebook Ads for a certain site can also be helpful so you get the real gist of how much quality traffic is coming from every channel you’re spending your advertising and marketing budget on.

Conclusion

CRO tools have an average ROI of 223 percent.

CRO tools like Finteza, Kissmetrics and Piwik will help save you from guessing and manually trying to analyze why visitors are or aren’t converting on your site. You can get to see a step-by-step report on your traffic’s journey to conversion or drop-off. That’s an effective way to accurately improve your funnels and entire marketing campaign.

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Introducing the Free Google Analytics Powered Heatmap: A Crazy Egg Experiment in Data Visualization

Note: We have spent the past 15 years building robust visual reporting tools for millions of websites. The big challenge has always been getting people to install the JavaScript necessary so their site could be accurately tracked. SO we asked ourselves…

Note: We have spent the past 15 years building robust visual reporting tools for millions of websites. The big challenge has always been getting people to install the JavaScript necessary so their site could be accurately tracked. SO we asked ourselves: how can we give customers who are not ready to install, some value quickly? […]

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SurveyMonkey Audience expands offering, helping marketers gather deeper insights

Global survey software solution SurveyMonkey has announced that its SurveyMonkey Audience arm will be extending its offerings with a new, premium service bundle called SurveyMonkey Audience Premium.

The post SurveyMonkey Audience expands offering, helping marketers gather deeper insights appeared first on Marketing Land.

SurveyMonkey Audience, known as SurveyMonkey’s “do it yourself” research solution, helps marketers gathering findings for various research use cases including market sizing, brand tracking, ad testing, content marketing and customer profiling – among others. The solution will be expanding its capabilities to improve marketers’ research experiences with the launch of SurveyMonkey Audience Premium.

Why we should care

Customer data is essential for marketers, and SurveyMonkey has proven to be a solution for creating engaging interactions with our customers while generating new data points. With SurveyMonkey Audience Premium, SurveyMonkey anticipates that marketers will be able to rapidly scale their market research programs — and build robust customer profiles and improve their marketing efforts based on these learnings.

The premium add-ons to SurveyMonkey Audience are expected to help marketers quickly dive deeper into their insights. In addition to expedited reporting capabilities, Premium also includes a dedicated account team, and product trainings, among other offerings.

For those working in different geographies, this could help marketers better understand their customers in various parts of a country or the world. SurveyMonkey audience allows users to target respondents based on different demographics, firmographics and other customizable questions, which could produce key insights

More on the news

With SurveyMonkey Audience Premium, customers will gain access to:

  • Dedicated account management
  • Team-wide product trainings
  • Access to B2B and low-incidence niche targets on multiple panels to reach the right respondents efficiently
  • Tracker management so customers can focus on making decisions by leveraging insights into market trends

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Who’s Hiring in January 2019?

Here are our picks: Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.” A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York […]

The post Who’s Hiring in January 2019? appeared first on Brooks Bell.

Here are our picks:

Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.”

A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York to “improve bn.com’s content, design, and usability for customers and to create unique experiences based on customers’ preferences and behaviors.”

Director-Digital Product Analytics & Testing –  Join the Enterprise Digital and Analytics team at American Express in New York.  They are looking for a leader to “provide value to the online card shopping experiences within the Global Consumer and Commercial businesses through customer data and measurement, insights through analytics techniques and experimentation.”

Marketing Manager, International Conversion – Ancestry is looking for a candidate to join their Conversion Marketing team in San Francisco.  This person is “responsible for improving and optimizing the user experience at each step in the conversion funnel with the end goal of maximizing revenue from visitors in each of Ancestry’s key global markets.”

Marketing Manager, A/B Testing & Optimization – Join AuthO’s Growth Team in “driving improvement in key engagement metrics and customer experience throughout the customer lifecycle.”

Director of B2B Marketing, Demand Generation – Join Vimeo’s B2B marketing team in New York to “scale qualified lead acquisition, build and continuously optimize digital marketing, account-based marketing (ABM), email automation, social, and event-based marketing channels.”

Sr. Analyst, eCommerce Direct to Consumer Analytics – Newell Brands is looking for a senior analyst in Hoboken, New Jersey, to drive “sustainable growth online through the best-in-class use of data and analytics.”

Digital Marketing Leader – Website Optimization – Join GE Healthcare in Wauwatosa, Wisconsin to “develop a rigorous testing and experimentation framework, and conceive, scope and implement experimentation initiatives to improve the website user experience and drive conversion rate optimization.”

Manager, Marketing Planning, Test & Analysis – Express is looking for an individual to lead the testing and optimization program in Columbus, Ohio, “starting with A/B & multivariate testing taking us into experience optimization and eventually personalization.”

 

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

The post Who’s Hiring in January 2019? appeared first on Brooks Bell.

Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.