Which marketing campaigns lead to the best business outcomes, not just the most leads?

Optimizing the marketing mix is a critical component of any marketer’s job. Which programs to run across which step in the marketing process is a never-ending task. Information is spread across too many systems – it seems that every campaign has it’s own reporting system – web analytics, pay-per-click, email marketing, syndicated content, offline marketing. And internal systems (CRM, customer support, renewals) make the data sprawl even worse. Given the amount of money companies typically spend on generating and nurturing leads and supporting customers, you’d think marketers would have a place to drill down beyond simple reports and recognize patterns and anomalies to make better decisions.

GoodData provides marketers a place to perform deep analytics and report on the success of their marketing programs. Once marketers have visibility into all of their marketing campaign data, they can better understand success and optimize the marketing mix. GoodData helps marketers answer key questions such as:

• How many leads were generated across campaigns and channels? How has this changed over time?
• Does customer behavior (response rates, conversion) differ across campaigns? Types?
• What is the cost and profitability per lead source?
• What is the overall ROI for lead generation and nurturing campaigns?