-- A Look at Datameer's Multi-Channel Marketing Analytics Application
As a pioneer in big data analytics, Datameer just released[i]
the first pre-packaged application, Multi-Channel Marketing Analytics App, making
big data analytics easier for marketing executives.
This new application is a premium add-on that
can be easily added onto the Datameer existing platform.
Datameer app marketplace already offers
various add-on applications, both free and paid, with pre-packaged analytics
for various big data analysis.
Marketing Analytics App is Datameer’s first release of its planned series
enterprise grade applications that target various vertical areas of the
enterprise needs – this time, the needs of a marketing executive.
As of now, CMOs have to pull from multiple sources and
systems for marketing campaigns conducted using different channels.
For example, data for trade shows, webinars,
websites, online advertising, and traditional ad placements do not reside in
the same source system.
Those data cannot
typically be easily integrated and are not ready for consumption together to
provide a complete picture.
Marketing Analytics App uses many pre-built connectors (see figure 1 below) that
can easily inject data from different sources--almost like opening multiple spreadsheets.
Leveraging Datameer’s dimension-free
modeling, all useful data can be quickly mashed up for a complete analysis.
Datameer connectors for various data sources
With Multi-Channel Marketing Analytics App, using pre-built
analytics with minor adjustments on organization specifics, you could very
quickly gain marketing insights (see examples in figure 2 below) such as
- New customer paths
- Paths that failed to turn potential customers into
- Paths that produced customers within shortest
- Paths that produced most value
- Conversion time for each marketing channel
- New customer acquisition projection with
opportunities in the pipeline
Figure 2. Insights
from Datameer Multi-Channel Marketing application
Since the most popular new customer path can be a combination
of different channels, traditional silo marketing data are not able to provide
insights into the inter-relationships among multiple channels.
For example, a lead may be generated when a
potential customer clicked on an online ad.
He then signed up to the webinar showed on the ad,
looked at company website for more details
after the webinar, took the effort to visit the company booth at a tradeshow a few
month later, talked to a company rep in person, and finally was convinced to
become a customer.
solution, it is difficult to track and analyze the path that this customer went
Marketing Analytics App provides an easier way to get that kind of insights for
marketing executives to understand how their leads converted to customers,
where their high quality leads come from, what assets have most influence on
To learn more about Datameer, the company website
resources including documentation, free videos, trainings, etc.
Datameer free trial version can also be
downloaded from the website.
Labels: Big Data, Big Data Analytics, Datameer, Marketing Insights