Page 67 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201567As for the value proposition of Marketing Automation, as a fundamental feature of inbound strategy in the culture world, I wish to stress the following:• User behaviourJust as answers to emails may indicate willingness to progress along the conversion funnel, so can the user’s behaviour on the site. Marketing automation makes it possible to identify certain patterns of conduct or behaviour habits that will help you optimise the segmentation of your buyer personas.• Lead scoringLead scoring assigns values to the attributes and activities of potential customers in order to assess their willingness and possibilitiesof becoming an actual customer. As the lead begins to interact with your brand, their behaviour should be observed and analysed.• Cultivating business opportunitiesWhen a potential customer is not yet willing to complete the commercial transaction,it is necessary to continue contact with them through personalised and well-studied messages in order to meet their needs so that they eventually become a customer.• Decision making in real timeThe digital age is triggering the emergence of new flows and groups of data on consumers that are highly valuable but at the same time very difficult to come by. These new flows and groups of data must be used to improve decision making in real time.• Ability of the customer to interact with the brand once they have registeredA marking automation tool provides the connections needed for your customers to manage their preferences once they have supplied you with their email address.• PersonalisationMarketing automation solutions includethe possibility of examining the content,in order to ensure a more efficient impact (avoid duplication...). What is more, any activity and interaction derived from any action related to your digital strategy must be duly segmented in your data base in order to optimise ROI and provide the user with better and customised offers.• Reports on ROIAs it is linked to other tools more oriented to a commercial vision (such as, for example, CRM), the marketing automation system can relate income to project expenses, providing highly valuable information that will enable you to ascertain, using objective data, whether or not an investment in digital marketing is profitable.A report on ROI will help you identify cam- paigns that are not cost effective and enable you to steer a new course if something is not working properly.However, it is not only these aspects that must be underlined on the technological side.I would like to end with a section on the importance of technology in achieving this dialogue-based market approach: big data, orMarta Rodríguez