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Analytics 2.0: Data To The People

Marcel Stefanini
November 26, 2022

Time to move past the analytics model of centralizing data and then distributing insights, to a model where the data flows freely between systems.

It’s a group effort to win a customer.

Every team handles the customer at different stages. Marketing is tasked with awareness and lead generation while sales is in charge of prospecting and closing. From start to finish, a mountain of customer journey data is collected along the way in multiple, siloed systems from web analytics to CRM. But is this key data made available and usable across teams? And it is available TODAY?

Analytics 1.0

Most companies today follow a model where BI/Analytics teams centralize customer journey data and serve up insights to the various teams in charts and reports. While this is often key at helping finance to understand what is happening with the business, there are key groups that are left out: the sales and marketing teams themselves.

Don’t get me wrong they do get reporting and insights from BI/Analytics/Finance more often than not. But there is a huge, sort of ironic predicament with the analytics:

  • – It is not in an actionable format for them to use to improve the business at scale
  • – They don’t get it fast enough (waiting for weeks, months, years)

What good is analytics if the insights are old? What good are insights if you can’t actually act upon it?

Context is Everything

Even with the best reporting, how can a sales team who lives and breathes inside their CRM use this data to close more deals at scale? They can’t. How can a web analytics team use a chart visualization to improve their real-time audiences in their web analytics? Once again, they can’t. These are real data gaps and these data gaps result in lost customers.

Each team needs data today and where they can use it. They need the customer journey context inside of their system – tied at the user level – in order improve the business at scale. This full picture, this context is everything.

Analytics 2.0: Data To The People

The next model of analytics is the free flow of customer journey data across systems in the sales and marketing tech stack. Imagine if each team had all the data they need, inside the tools they use, real-time?

  • – Web and paid digital teams can finally build better, dynamic audiences using CRM data to improve personalization and conversion rates.
  • – Marketing automation teams will increase qualification rates by having smarter campaigns based on all digital behavioral data.
  • – Sales teams will close more business because inside their CRM they now possess the missing key behavioral data that let’s them know when and how to strike.

The next model of analytics closes the data gaps between systems and gives the data to the people.

Micro Integrations

Stoke leads the way with its proprietary Micro Integrations. These Micro Integrations are lightweight and lightning-quick to implement. They close the data gaps and connect customer journey data from system-to-system. This free flow of customer journey data across the stack allows data-starved teams to personalize, optimize and close business like never before.

Once again, it’s a group effort to win a customer. From marketing to sales, our people need customer journey data at their fingertips today, not siloed in different systems, drowning in a data lake, or stuck somewhere in analysis paralysis.

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