Marketing automation is one of today’s buzzwords. Its use is often justified by efficiency and precision of targeting. However, the reality is often far from this ideal. Traditionally, adopting a marketing automation tool requires a challenging IT project, and implementation of the marketing requires seamless cooperation with marketing analysts. Will the implementation work as planned, and is it possible to make the two-stage process work at the speed required by marketing?
Building heavy customer analytics and linking it to marketing automation is laborious, time-consuming, and inflexible. However, analytics can be linked to the automation process as a ready-made part. The Armstrong One cloud service has 24 ready concepts that serve the customer's purchase path. The optimized processes find the desired target group at the right time, and carry out the promotion campaign automatically.
Advanced analytics to serve marketing
“If you want to take the marketing analytics path in marketing, i.e. to predict the potential demand and optimize the measures in a customer-specific way, you will need the right tools,” says Antti Syväniemi, CEO of Houston Analytics. “The traditional business intelligence tools are not capable of doing this – advanced analytics is needed instead.”
By advanced analytics, Syväniemi is referring to data mining tools that use algorithms. One example of this is IBM’s SPSS Modeler, which can be used to create automated standard processes for professional and efficient decision-making.
“Traditionally, marketing automation has been completed without analytics integration. For Armstrong One, our analysts have built ready analysis models that serve the customer's purchase path using IBM’s PCI, or Predictive Customer Insight, solution, whose toolbox includes SPSS Modeler, for example. This way, information from different customer interaction channels can be used in concepts that support the purchase paths. Such channels include text messages, emails, social media, and purchase data collected from the store as well as from the online store.
“When the analysis processes of marketing automation are in order, no analysts are needed for the daily targeting of promotions. Also, the marketing staff can focus on more important matters such as working on the content of the promotions. This saves huge amounts of time and improves the precision of the marketing greatly,” explains Syväniemi.
Start using the solution in a couple of weeks
Often the greatest obstacle for starting to use marketing automation is the time needed by the IT part of the project as well as the investment cost. Armstrong One is a flexible cloud service solution that takes only a couple of weeks to set up and does not require a large-scale IT project. The service combines two cloud-based solutions: the analysis modeling by Houston Analytics, and the marketing automation software of Danish Agillic.
“In multi-channel marketing, combining predictive analytics and marketing automation gives the commercial operators a tool for managing customer relationships that meets today’s requirements. For example, digital marketing in the store can be directed on the basis of the customer’s location. This is a good example of cross-channel marketing,” explains Syväniemi.
The pricing model is one of the very best parts of the service. The user is charged a monthly fee based on the number of concepts used and the number of end customers. At its lowest, the monthly fee is just over 3000 euros, so a fairly small budget is enough to test the service.
“The price should no longer be an obstacle to customer-oriented and automated multi-channel marketing that makes use of analytics. Our aim has been to produce an easy-to-use tool that serves marketing needs as well as possible. Based on the customer feedback we have received from the British and Danish markets, we know we have succeeded well in achieving this goal,” says Antti Syväniemi, smiling with satisfaction.