SUNNYVALE, CA — (Marketwired) — 05/04/15 — , the predictive marketing cloud company, today announced the release of its new Marketing Spend Optimization capabilities, which integrate with Google Analytics and give marketers unprecedented insight into how digital campaigns — such as Google AdWords, display or Facebook ads — truly affect their company–s bottom line. AgilOne users now have access to critical data that empowers them to optimize their marketing budgets based on which digital campaigns deliver the “best” customers, which could be the customers with the best margin, lifetime value or predicted lifetime value. In addition, marketers can track which campaigns are driving new acquisition, converting existing customers or understand which campaigns are attracting customers with a specific “persona.”
Historically, marketers have allocated their digital campaign budget based on the campaigns and keywords that bring the most immediate revenues. However, AgilOne recommends that marketers look beyond the first order and invest in the campaigns and keywords that deliver the “best” customers. For example, campaign A could generate more orders and overall revenue than campaign B in the week immediately following the campaign, but perhaps most of those purchases come from existing customers rather than new customers. It is also possible that the customers brought in by campaign B have a higher predicted lifetime value, which means that they will place more orders in the future than the customers acquired from campaign A and deliver more profit in the long run. Lastly, perhaps the products purchased by customers in campaign B are higher-margin items that are less frequently returned than those in campaign A.
The integration of Google Analytics campaign data into the AgilOne Marketing Cloud brings together companies– existing Google Analytics data with AgilOne–s 360-degree view of their customers, including online, call center and offline order details — taking into account returns and discounts — to identify both current and future lifetime value. It enables marketers to determine which digital campaigns are responsible for the greatest profit margin, how much revenue is coming from repeat versus newly acquired customers, or which campaigns bring men versus women and where the most valuable customers are coming from, among other key questions. Marketers can easily see all this information through intuitive, configurable reports which are standard with every AgilOne Marketing Cloud implementation.
“Without tying digital campaign data to complete and accurate customer profiles, marketers are only getting part of the picture,” said AgilOne CEO Omer Artun, Ph.D. “They may not spend enough budget on campaigns that bring low first-order-value customers, but high future revenues, or they may erroneously prioritize campaigns that are bringing back existing customers that could have been re-engaged using lower-cost channels such as email. Our new Marketing Spend Optimization capabilities deliver a 360-degree view of digital campaigns — down to the most granular level — and add predictive analytics to empower marketers to make the best decision about their ad spend.”
AgilOne is the industry–s first Predictive Marketing Cloud that allows marketers to deliver the most relevant and profitable customer relationships, online and offline, and simplifies the science of marketing with an easy-to-use, integrated solution. Leveraging breakthrough predictive analytics and machine learning technology, AgilOne empowers companies of all sizes to launch revenue-generating lifecycle marketing programs, including predictive cart recovery, cluster-based purchasing and loyalty appreciation, among others. With AgilOne, companies can convert more browsers to buyers and increase overall lifetime customer value.
Leading consumer brands, including The Body Shop, BetaBrand, Shazam, Sports Authority, Moosejaw and shopPBS.org, use AgilOne to boost customer engagement and revenue. Headquartered in Silicon Valley, AgilOne investors include Sequoia Capital, the Mayfield Fund, and Tenaya Capital. For more information, please visit .
Rebecca Mettler
BOCA Communications
+1.914.215.0113
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