Marketing automation platform Silverpop’s recent push into revenue analytics for B2B marketers culminated Tuesday in the launch of Marketing Automation for Ecommerce.
The product addresses a multitude of B2C needs, at the core of which is the ability to tie email to revenue. The problem with attributing email to purchase activity is that a customer may get two or three emails leading to a decision to buy. A marketer that runs a three-part email “welcome” series can now see how all of those messages drove specific actions.
“They’re able to see which one was actually closest to the conversion and how did the other one impact that process based on, ‘Did the person click through to the site and do other things?’” said Bryan Brown, VP of product strategy for Silverpop. “You can see how your overall campaigns and your emails work together.”
While traditional ecommerce analytics measured how many people clicked and ultimately bought as a result of an email message, which is still valuable, Silverpop saw a need in its customer base to address larger customer lifecycle management questions such as recency, frequency and monetary value (RFM) to determine when to reengage a company's best customers that may have lapsed or to appropriate campaign efforts elsewhere.