Hello,

A few months ago, Astir Analytics posted a brief whitepaper on account based marketing.  Since then, we have received many inquiries regarding our unique approach to marketing campaign measurement.  Many organizations are now trying to shift away from contact focused measurement; which is part of a greater paradigm shift within the marketing community.

The main theme of our previous article (which you can read Here) is a study of how we worked with a client in order to capture "decisions made by committee."  This is only one portion of the reasons to incorporate account level statistics into your marketing measurement.  As technology becomes ever present in all business functions, every individual, department, organization, and corporation now has a robust digital footprint.  The combination of the data made available by a marketer, and the digital engagement within a target account now necessitates a broader measurement criteria. 

If a marketer only ties marketing campaign success (via sales funnel dollars) to a single contact, they are leaving behind valuable data on how their efforts are influencing the greater account.  Traditional measures make the HUGE assumption that a single contact is the sole decision maker, and the sole point of contact for a sale.  This ignores the more likely scenario that an individual contact is only one of many avenues that lead to a single sales opportunity.  Contacts within an account are sharing marketing materials with the committee; and unless your sales person manually ties the final decision maker to your marketing campaign, you lose credit.

You can, however, measure broader influence by looking at an account holistically.  By combining marketing interaction data with sales funnel data at an account level, you can gain a more accurate view of marketing campaign effectiveness.  Inferences can be made based upon the digital footprint of an account; and campaigns can become hyper targeted based upon the digital footprints of individual account contacts.

The practice of account based marketing is still, for lack of a better term, in its' infancy.  Although the concept has been around as long as there have been marketing organizations, the associated logistics and business rules make it difficult to execute.  Astir Analytics has been working with clients in order to navigate through these muddy waters and provide actionable intelligence on an account level.  We have worked closely with clients throughout the years to develop applications that incorporate complex business rules for the combination and analysis of account level marketing campaign and sales funnel data.

Ultimately, it is our goal to provide the means for our clients to tie marketing efforts to real sales dollars... and justify their existence.

If you would like to learn more about our account based marketing solutions, please feel free to give me a call at 908-279-8670 ext. 716.

Best Regards,

Adam Moltisanti

Manager, Marketing and Vendor Relations

Business Intelligence, Dashboards, Data Analysis astir, astir analytics, account based marketing, marketing analytics, sales analytics