This article discusses the benefits of Customer Analytics and outlines the benefits, as well as the role, of marketing automation in Customer Analytics. AMP can distill and collate raw data to create a relevant understanding of customer behavior for effective direct marketing and customer relationship management.

1. CUSTOMER ANALYTICS & AMP

2. Executive Summary
Success in business mandates an obsessive focus on the customer. In order to develop a
customer-oriented approach at all levels, a business should be well informed of customer
behavior, preferences, and needs—in short, all the concerns behind the field of Customer
Analytics. This whitepaper discusses the benefits of Customer Analytics and outlines the
benefits, as well as the role, of AMP in Customer Analytics. AMP can distill and collate raw data
to create a relevant understanding of customer behavior for effective direct marketing and
customer relationship management.
What Is Customer Analytics?
Customer analytics is often erroneously considered synonymous with customer data. Customer
data is all the raw information an organization is able to collect from
its users and potential customers. Customer Analytics is the process
of using that raw data to create a vision of buyer’s needs, wants,
behavioral patterns, and preferences. Customer analytics is the Customer Analytics is the
business’s way into the mind of the customer. process of using the raw
data to create a vision of
The Prerequisite of Customer Analytics
buyer’s needs, wants,
In order to put customer analytics at work in your business, a basic behavioral patterns, and
requirement is a complete integration of all the varied business preferences. Customer
functions. Sales, production, engineering, accounting, and marketing analytics is the business’s
all possess critical pieces of information about a customer. Only way into the mind of the
when all of these sources of data are integrated, can one paint the customer.
most complete picture of customer behavior.
How AMP Can Help?
AMP is sophisticated marketing automation software that can bring about that integration.
Using AMP, attributes can be tied to names on a marketing list. By deploying AMP for customer
analytics, a firm can benefit in the following ways:
COMPLETE KNOWLEDGE: AMP provides a 360-degree view of the
prospect/customer. AMP looks at customer activities holistically and
provides a more total customer view. For example, AMP can identify
which prospect/customer visited which page of a web site. It can provide
information about the source the visitor used to access your site—a
marketing e-mail, a search engine or a press release.
SKETCHING OUT THE CUSTOMER: AMP takes raw data and creates a 360
degree approach to customer activities.

3. For example, at the time a customer/prospect registers on a site, AMP
captures details such as name, age, contact information, and custom
preferences. It goes on to capture their information such as the links
clicked, time spent per page, and return visits. Then, AMP is intelligent
enough to put these together and provide you with a complete customer
picture.
TARGETED MARKETING: With AMP, a business can provide direction to
its marketing efforts. AMP allows an
enterprise to capture as much data, as it
wishes, about its customer/prospect. Consider
a distributor who stocks products from AMP allows an
multiple manufacturers. Using AMP, the enterprise to capture
distributor can determine a retailer’s brand
preferences and personalize the marketing as much data, as it
collateral accordingly. If a retailer in Georgia
wishes, about its
prefers Brand A, then all marketing campaigns
might focus on Brand A products. Additionally, customer/prospect.
if a new brand arrives with similar but
improved features, it could be promoted to
that same buyer. This feature works just as well in the case of end users.
BETTER RETURNS ON MARKETING INVESTMENT: Management requires
clear evidence of ROI for all spending, but marketing has always lagged in
its capacity to link spending and results. AMP helps you meet this
challenge.
Consider a firm that spends a fixed amount of time and money
marketing through e-mail and the social media. The aim of these
marketing strategies is to increase the traffic to the website. AMP can tell
you exactly how many visits can be linked to a specific e-mail campaign or
social media efforts.
CROSS-SELLING & UP-SELLING: Use data regarding recent purchases to
promote related products, features, upsells, and add-ons.
TIME & ACTIVITY BASED MARKETING: AMP allows both time-based and
activity-based response campaigns. Set the time and activity filters in
AMP, and use it to prompt each pre-defined marketing reaction to every
customer activity.
VARIED REPORTING: AMP enables you to look at customer/prospect data
from different angles. You can generate reports based on various

4. parameters such as contact profile, collateral type, individual prospect,
returns, and more.
Marketers need to understand how the prospects have interacted with the
communication/marketing materials that you have sent. AMP is the final piece in the puzzle
that completes the picture of successful marketing.

5. For the past 14 years, MindMatrix has been aligning sales and marketing
functions for over 20,000 sales and marketing professionals across 200
companies, from diverse verticals through its innovative sales and
marketing software and solutions.
Unique to the industry, MindMatrix offers Next Generation Marketing
Automation software on a single unified platform for Sales and Marketing.
Our solutions bring about a seamless integrat ion of the 2 functions helping
our clients derive the maximum benefit from their investment in marketing
and sales automation.
Contact me today to know more about how MindMatrix solutions can help
you align your marketing and sales processes for improved results.