How does the data offering in ACTsights differ from the analytics and data provided in SharpSpring, Hubspot, and other marketing tools?
SharpSpring, Hubspot and other marketing tools report on relatively standard analytics (site visits, email opens, etc.) While these do provide a snapshot, it is based on what the platform developers think is important to you - not what actually is important to the business. ACTsights differs as it starts with what matters to the business. Covalent Bonds works with clients to develop a measurement system, and bring in the data, that quantifies each company’s goals.
How do you define effectiveness?
It is never about “how we define” it. How do you define effectiveness? What are you expecting for results? How do you quantify that? It could be dollars, leads, viewers. It could be anything, or a combination of things. It is what is important to you. Covalent Bonds starts by understanding the client’s expectations and create strong baselines to measure against.
How do you measure return on investment?
The ROI calculation is relatively standard. Profit - Spend / Spend. The differentiator is how we set up segmentation of the results based on the clients business goals for automated reporting.For example, the goal of expanding global presence could be segmented by country. Or, business unit goals could be segmented by persona profile. Why not segment by two or more?
Can you measure offline programs as well as online?
Yes. Covalent Bonds works with clients to develop custom strategies for offline measurement. The best is to transition an offline program to online. For example, at a tradeshow or conference we ask the sales team not to handout paper (flyers, posters, whitepapers, etc.) and instead send them an email copy. Media measurement is an example the requires a more hands-on approach.
What BI tool do you use?
Covalent Bonds loves data! Based on the volume of data processed by Covalent Bonds we use several tools to analyze it and keep it neatly organized. The primary business intelligence tools are based in Google Cloud, allowing us to integrate data from different sources (website, social, CRM, marketing automation, etc.).
What does data integration mean?
The data-junkies at Covalent Bonds use multiple sources of data to validate any trends. Integrating the data sets refers to blending the independent data sources for rich reporting.
What are some of the tools you use to gather data to inform strategy?
Your company possesses a treasure trove of data about your target audiences: for example: the CRM tells you the length of their sales cycles, the marketing automation system can tell you what marketing materials they like to use at specific points in the buying cycle, Google Analytics will show how they found you, what buying behaviors they displayed and so forth. If you combine this data with both quantitative and qualitative research, you develop a better understanding of what motivates your target audiences, and how you can sell to them more effectively.