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Marketing Intelligence

As a marketer, you are likely to be constantly striving to evaluate the effectiveness of your marketing and sales campaigns. The key to achieving this objective is using marketing intelligence and insights based on historical data to evaluate which marketing campaigns are working, and which are not. Unsure where to start? Download our guide to find out the steps when starting a typical data analytics project.

Data Analytics Guide

How to Gain Marketing Intelligence

There’s also the matter of keeping track of industry trends so you can adapt as necessary to maximise them and to meet the challenges of your competition.

This information gathering is basically ‘marketing intelligence’ but goes hand in hand with marketing analytics and analysis – where real world facts can be extrapolated from the likely huge amounts of data being collected often through your marketing and sales activities and held in your marketing data warehouse.

Objectives of Marketing Intelligence

Efficient marketing intelligence answers questions relating to existing and potential customers in terms of buying habits and their tastes to help inform decisions as to what markets the business should consider entering next, and how best to serve possible changing customer requirements.

What our customers say

Objective worked flexibly with us to complete a variety of tasks in Azure… The solutions delivered enabled us to improve our ETL process and upskill staff.

Kate Rudd, Head of Data & Reporting


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We found the Objective team very flexible and accommodating. Objective proved very helpful.

Yogesh Gopal, Managing Director

Everglade Windows Ltd

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The people at Objective remain friendly, efficient and responsive and over a decade of working together I am really pleased that I chose them as my development partners.

Patrick Walkington, Managing Director


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The system is great and is ever growing. Thank you for helping us in making our vision real.

Lee Hatwell, Director

Munday and Cramer

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The team at Objective impressed us from the first day with a clear focus on our needs, the flexibility and determination to deliver against complex requirements, and their constructive, collaborative attitude.

Bastian Giegerich, Director-General & Chief Executive


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I’m so pleased that we engaged Objective. Their extensive support work and flexible approach has made a significant difference to Metsä Wood UK. The team is responsive, experienced and thoughtfully shares pertinent .NET expertise and technical advice.

Stuart B, IT Specialist

Metsä Wood UK

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Objective helped us to transition from our old CRM system to our new one. The team were incredibly efficient and most definitely patient, in was unarguably a complex build. We’ve been delighted with the relationship and impressed with the service throughout

Damian Waters, CEO


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Benefits of Marketing Intelligence

Our mission is: ‘Turning Vision into Success’

  • Plan investment… thinking about a project but want to have a detailed plan for when you invest
  • Plan timescale… work out if doing everything in one go is best, or if you should pace your projects due to resource or workload
  • Engage workforce… a new project will never bring the best value without an engaged user base.
  • Discover… is this the right option for your business? Discover what paths and opportunities do you have open
  • Understand… helping you understand the pros and cons of technology so you can make an informed decision based on your goals

How to Achieve Marketing Intelligence

With so much customer data being gathered it can be difficult to know where to start. Never mind the actual data size, it’s the principles of creating what can best be described as a marketing data warehouse and leveraging it to provide meaningful information that’s important.

Objective can help: firstly, we take time to discuss your marketing intelligence goals with you.

With clever development of technologies such as Microsoft SQL, we can create a marketing intelligence data warehouse to effectively store and interrogate your data for reporting and analysis.

Then, utilising Excel Power Tools such as Power View and Power Pivot, our highly experienced data insights consultants can help you identify changes in customer behaviour to deliver immediate and meaningful marketing intelligence.

One way we can do this is to help you build analytical databases to drive lead scoring to improve sales conversion and lead nurturing.

The next frontier is Marketing Analytics; these can help point you to changes to marketing practices based on future predicted customer behaviours.

Seeing into The Future with Marketing Analytics

Business intelligence in the form of your marketing data warehouse is crucial for maintaining your business and analysing the past and present. That said, it doesn’t harness the full potential of your data to make predictions or forecast what will happen in the future.

Marketing analytics does: it’s effectively your crystal ball but bases its findings on factual information held in your marketing data warehouse and answers those burning questions such as:

  • How many and which customers are likely to churn in the next 12 months?
  • Which contact segments should I focus my marketing campaigns on to encourage the highest conversion rate?
  • Which customer groups will be the most profitable?
  • When new contacts are established, what is the probability they will be hot leads?
  • Do our main customers have distinct buying habits?
  • Are buying trends changing?
  • Can I cross sell products into other areas?
  • Is more money being spent in a certain sector than previously?

Our data scientists and analysts can work with you to apply marketing analytics to improve your marketing performance by predicting answers to such questions, so guiding your future decisions.

Working together we can help you to integrate and extend your expertise in data analysis for meaningful results.

Making use of your past data stored in your marketing data warehouse to predict and improve your future marketing performance is achieved through a combination of modern data science techniques, and the use of state of the art computing tools such as Microsoft Azure Machine Learning Studio and Microsoft R (Open and Server versions).

These powerful tools will determine the optimal way to adapt your marketing strategies to a constantly changing business landscape.

Working with you…

You talk, we listen. By talking through pain points, frustrations, and challenges as well as your needs and vision allows us to get to the heart of your software requirements. Collaborating with owner-managed businesses and corporate organisations, we streamline your business processes through bespoke software, databases & mobile apps.

Your software development project will be fully managed with regular test environment iterations and milestone deliverables, all at a development pace that suits you.

We look forward to working with you.

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Marketing Data Warehouse

Here are some of the advantages one of our clients, a large printer manufacturer, is deriving from their marketing data warehouse which is geared to maximise customer retention and customer satisfaction – as well as manage their marketing metrics:

  • Evaluate interest. Get real time information on opened emails and clicked links to determine click through rates
  • Lead scoring. Charts demographics and behaviour to identify top leads and elevate sales
  • Push marketing. Directs purchaser to authorised resellers
  • Abandon basket. Reactive response to encourage customer purchase
  • Customer information logged. Integrate leads into CRM systems such as Dynamics CRM
  • Customer behaviour targeting. Issues timely incentives to buy. Personalised ‘helpful’ emails increase the customer’s positive perception
  • Reporting and Analysis. Dice, slice and drill data to predict business trends and create timely management reports

In a nutshell, you’ll be harnessing the customer information you already have to get the full value of marketing intelligence reports.

Managing Marketing Metrics

Data-based marketing is both an art and a science but may not always include metrics. Marketers know that marketing metrics are needed to make and then evaluate strategic decisions to create or increase demand for the company’s products or services.

Objective’s data insights consultants have the knowledge and expertise to integrate data quickly and precisely. We can capture data held in CRM systems and databases along with unstructured or semi-structured data including the likes of email conversations, social media posts and video content.

Our consultants and marketing experts will definitely be on your wavelength regarding how to manage marketing metrics since we all speak the same language.

Using latest Microsoft technologies such as SQL Server Analysis Services, SQL Reporting Services and SQL Server Data Warehouse, our data insights consultants can help you mine and analyse complex data sets to provide marketing metrics, including measurement and return on marketing investment (ROMI).

Your Marketing Intelligence Partner

Meaningful and effective marketing intelligence takes time and knowledge.

You need specific expertise. Firstly, to help you make the most of marketing intelligence through the creation of your marketing data warehouse. And secondly, to make the most of this facility through meaningful analysis of the information it holds, in terms of accurate marketing analytics to help you maximise the benefits of data-driven marketing.

Talk to us today to see how we can set up your marketing data warehouse and get this valuable intelligence working for you.