As marketing grows and changes with advances in technology there is an expectation that the analytics and reporting mechanisms that go along with them will as well. While all marketing automation platforms continue to include standard business intelligence reporting options, many are starting to introduce advanced add-ons for additional intelligence and reporting options that go along with the AI being used to extend the marketing happening within the tool. Below, we’ll walk through the reporting and intelligence add-ons available in Oracle Eloqua, Adobe Marketo Engage, and Salesforce Marketing Cloud that can help you not only increase your understanding of how your audience is engaging with your content, but how you can use the data to modernize and improve your overall strategy and lead generation.

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Oracle Eloqua Advanced Intelligence

The Eloqua Advanced Intelligence Cloud Service is an add-on to your Eloqua trim that helps marketers in strategizing their approach to reaching contacts through their Eloqua campaigns. The Eloqua Advanced Intelligence Cloud Service uses machine learning to grow in-depth data  that automates the decisioning around when an email should be sent and the quality of the subject line of your email. These features are:

  • Fatigue Analysis
  • Send Time Optimization
  • Subject Line Optimization

Fatigue Analysis uses AI to understand if a contact has received too many communications and has a decrease in their engagement due to their level of fatigue. This data is stored in a system contact field that is available for use in segmentation, orchestration, personalization, lead scoring, and analytics.

Send Time Optimization uses learned data to help marketers lose the uncertainty on when the best time to send emails is. The feature, built into the email asset on the campaign canvas, will send emails at a time that has proved to be most effective for a particular contact based on engagement historically. 

Subject Line Optimization monitors the performance of your previous subject lines and then predicts if your new subject line is above or below the average for your instance. Improved subject lines can increase open rates and overall engagement with your emails.

The Advanced Intelligence Cloud Service also includes features to support account based marketing. Account Intelligence leverages the Account Engagement Score to give you a view of each account’s level of engagement. Each account is assigned an Account Engagement Score, from 0 to 100, that can be used along with other account level data to determine the right accounts to leverage in your campaigns at the right time. It can also help in determining accounts that need extra nurturing to increase their potential for conversion. An account performance dashboard is also included, providing account level data that is normally reserved for contacts: marketing activities and a comparison of an account’s contacts with the engaged activities.

Find out more about Eloqua’s Advanced Intelligence Cloud Service.

Adobe Marketo Measure

Formerly known as Bizable, Marketo Measure is a marketing attribution tool that gives Marketo users insight into how their marketing activities are performing and the return on investment gained. Measure will automatically track and report on the performance of each channel (as categorized in your Marketo instance) giving you valuable insights to use your marketing funds in the most effective way. 

Marketo Measure is made up of three components that drive its ability to bring in data from across channels:

  • Marketo Measure’s JavaScript
  • CRM Integrations
  • Third-Party Applications/Systems

The Marketo Measure JavaScript tracks all the online marketing interactions (including page visits, form submissions, and content downloads) that visitors have with your company website or other sites where the script is placed.

Marketo Measure is able to integrate with Salesforce.com and Microsoft Dynamics CRMs, allowing users to create reports and dashboards that identify the data brought in through the script and tie opportunities to the different levels of the attribution model configured in Marketo Measure. 

Marketo Measure is able to integrate with 13 third party applications that range from web a/b testing, live chat, ad platform, and analytics tools making a full circle reporting engine for all of a campaign’s attribution elements. 

Learn more about all of Marketo Measure’s features.

Salesforce Marketing Cloud Intelligence

Salesforce Marketing Cloud Intelligence is a robust version of Marketing Cloud that includes an analytics suite powered by AI to bring you reporting and insights across all of your marketing and business channels. 

The suite includes an API library that allows you to connect Marketing Cloud to over 170 different applications across advertising, commerce, CRM, and database vendors. By connecting all of your different channels into a single marketing repository, you will be better able to attribute success to your marketing campaigns and push spend where appropriate, like with Marketo Measure. The automated marketing data model uses a consistent taxonomy to help you organize and enrich your data so to help with segmentation and reporting – accurate data drives success.

Einstein Marketing Insights is another element to the suite that helps you to create actionable insights based on a chosen KPI you would like to improve. Einstein is able to look at the data connected to that KPI and notes which engagements rank the highest.

The suite also is able to extend Marketing Cloud to CDPs and business intelligence tools like Tableau and Snowflake to further extend your reporting by utilizing those services’ visualization and storage capabilities.

The scope of what is possible continues to grow in marketing and beyond with the increasing reach of advanced and artificial intelligence. These are just a few analytics and reporting mechanisms that are out there to help you be successful. If you have any questions or want to run through advanced reporting options, feel free to reach out to us!