Do you use analytics to make the best offer to prospects and customers?
In advance of Digiday’s Data Marketing Summit in Deer Valley, Utah Dec. 4-7, Digiday has teamed with Acxiom to focus our State of the Industry Survey for this show focus on how much digital managers really know about the sophistication of their marketing efforts. We’ve picked 10 of the top questions we think digital marketers should consider to assess their digital marketing maturity. Here’s a link to the survey, and here’s the way Benjamin Christie, celebrity chef, author and founder of Gourmet Ads and RecipieBridge.com, answers the question: “Do you use analytics to create predictive capabilities that help determine the best offer to make prospects and customers?”
For background, Gourmet Ads, which does the vast amount of its business in the U.S., is partnered with some 300 food-related websites to help its customers: moms and meal planners.
Christie: B2B businesses will use analytics very differently than B2C clients would. Here at Gourmet Ads, we use Optify to help us understand who the people are that are browsing our website. Its kind of like Google Analytics on steroids. The web service tells us how they arrived on the site and what content they are looking at as well as company information, address etc. Looking closely at these different data points we can determine if they are an advertising agency or a direct client, or a tire-kicker.
We’ve worked hard to customize our lead scoring to identify these and it’s a constant work in progress. Although pricing is the same, our pitch is slightly different to agencies than it is to marketing folks at clients directly. Also people who are searching for specific things like Thanksgiving advertising most likely don’t want to hear about 4th of July holiday packages.
Now, it’s your turn. Take our survey and you’ll receive a full analysis of the answers we receive. And, in addition, respondents will be entered for a full VIP pass to DMS. Finally, if you know you’re ready for a deeper dive, you can take Acxiom’s full interactive assessment now.
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