Despite years of integration between marketing and analytics software companies, the users of these solutions were often still left with high levels of silo-ed data; marketing contacts over here, analytics on customer transactions over there - and the two rarely met). Of course, that made any useful analysis more difficult, if not impossible for most enterprises.
Many new business intelligence tools have emerged over the past few years (check out Website Magazine's "Go-To List for Analytics and BI Solutions" from February 2015) but enabling companies to extract as much potentially actionable content as possible requires that those who help collect the data make it available.
Fortunately, there is progress being made to remedy the issue and helping enterprises put data to work. Marketing automation solution Act-On Software, for example, recently released Data Studio, a data access and analytics tool that enables users to visualize, select, configure, and move data from Act-On to any Business Intelligence (BI) platform.
Act-On's Data Studio essentially makes it possible for companies to use engagement data collected on their marketing activities and conduct a deeper level of analysis against sales and performance data inside a business intelligence tool like Tableau, DOMO, SiSense or PowerBI. What is so interesting about the solution is that it is one of the few that I have come across that can provide the transparency that company's are increasing demanding about people (customers and partners), processes (from ordering to shipping) and performance.
"With Act-On Data Studio, I can now export our marketing engagement data to blend it with our CRM data -- and ultimately garner more granular insight into the 'touches' that factor into orders," said John Stalnaker, Marketing Operations Manager at Extensis. "I now know how many touches it takes to create an order, the touches that factor into the most orders, the rate at which each touch converts, and the amount of time it takes a prospect to go from initial touch to order. Having this intelligence helps the organization make more strategic business decisions that will prove greater ROI in the future."