What are the most powerful ways B2B lead generation marketers will be using big data in 2013?
1. Some may say attribution – understanding which channels, content, and messaging is working best.
2. Others may claim personalization and engagement scoring – delivering the right message to the right person at the right time.
3. A few may argue sales efficiency and effectiveness – giving the sales department more relevant information at the right time, helping to close more business faster.
4. But ultimately, I believe the most compelling case can be made for closing the loop – from marketing lead to sale and ultimately maximizing true ROI.
To be fair, I introduced these use cases in my last post, “What’s the Big Deal With Big Data.” And I do believe closing the loop is the most compelling, so let’s take a closer look here.
Here’s a sobering statistic: The average time spent on a Web page is steadily decreasing, with users spending only 40 seconds on a single page. Even worse for publishers and advertisers, 31 percent of ads are never even seen. That’s why last September we launched the Clean Campaign, our commitment to making the digital content experience better for everyone by cutting clutter and focusing on the content consumers care about. Messy Web pages create a chaotic experience that’s frustrating for everyone involved, including readers, publishers, and advertisers.
We felt it was imperative to find a way to not just understand the impact of cluttered pages, but also to help brands get smarter about advertising. It’s why our media sites are embracing cleaner designs with only one large premium ad on each page, delivering a better content experience for readers – and advertisers. Like this. And this. And this.
The Clean Campaign was based on three tenets: a clear editorial vision, a well-designed content experience, and premium advertising to complement the content. We felt confident that cutting the clutter and allowing consumers to focus on the content they cared about would immediately improve advertiser and site perception, but we wanted to prove it, so we partnered with IPG Media Lab to research just how much of a difference Clean Web pages make.