Intelligence Categories

What are the categories of marketing intelligence?

External Intelligence

External intelligence is the art of gathering intelligence from external sources and understanding how your company compares and opportunities in the market.

Outbound Intelligence

Outbound Intelligence is the art of identifying and contacting qualified prospects for outbound sales purposes and creating optimized campaigns laser focused on specific segments and microsegments.

Inbound Intelligence

Inbound Intelligence is the art of identifying content, keywords, SEO, campaigns and personalization options to optimize lead source conversions rates and ROI

Funnel Intelligence

Funnel Intelligence is the process of optimizing the funnel to improve the qualification, conversion, engagement and upsell process for your prospects, leads and customers.

Data Categories

What are the types of data that can be collected and aggregated?

Campaign Data

Track ad campaign and UTM codes to identify keyword groups, keywords, sources, and audience information.

Engagement Activity

Track page views, email views, offline engagement (phone calls, sales emails) and CTA Engagement to determine engagement and dis-engagement metrics per page and CTA.

Enrichment

Use public data sources and paid enrichment services to learn more about your customers and their decision criteria.

Demographics/Psychographics

Use campaign audience data, zipcode information, and public social media data to identify demographics and psychographics.

SEO Keywords and Social Media Marketing (SMM) Campaigns

Track inbound sources, keywords, content, and calls-to-action that correlate to conversions.

Website Activity

Track sources, engagement, page views, bounces, sequences, call-to-action engagement and conversions.

Chat Transcripts

Track and review transcripts from chatbot interactions with prospects.

Competitive Intelligence

Track keywords, content opportunities, social media engagement, sentiment and trends from competitor websites and social media marketing.

Customer Intelligence

Use activity, customer data, social media profiles, and enriched data from third party sources to learn more about your customer.

Intelligent Automation

What can be predicted or automated?

Predict

ROI

Predict the ROI on every marketing page, post, email, and tweet.

Sentiment

Predict customer sentiment on both public and private channels.

Segment/Persona

Identify the key demographics and psychographics that predict conversions.

Lead Score

Predict lead score based on segment and engagement.

Recommenders

Identify recommended content and calls-to-action that convert.

Retention

Predict probability of churn from segment, sentiment, and engagement data.

Automate

Customer Intelligence

Scrape intelligence from public and paid information sources.

Personalization

Create personalized emails, landing pages, and content based on engagement and customer intelligence data.

Campaign Optimization

Identify optimal keywords and audiences that covert.

Chat/Agents

Create Chat and Intelligent Agents that automate tasks and engage customers.

Support

Create proactive support based on customer activity.

Referrals/Upsell

Automate referral and upsell calls-to-action via messaging or email.

The AI Marketing Matrix

Using AI and Data Throughout the Customer Journey

Importance
Importance of data at each step

*Adjusted for CPE

Awareness

Initial exposure to the brand via SEO, Social Media marketing, ad campaigns, PR, event marketing, or direct sales.

Interest

Opt-in to the brand by signing up for an asset (lead magnet, engineering magnet, social media signup, or email signup.)

Consideration

Sales funnel engagement via sales consultation, demo, webinar, free trial, or add to cart.

Purchase

Initial sales transaction has been completed and they are considered a paying customer.

Loyalty

Payment is complete and the customer has been using the product or service for some period of time.

Track

What data should be captured and added to your customer data platform.

Track Awareness
Website Activity
Campaign Information
SEO Keywords & SMM Campaigns
Chat Transcripts
Demo/Psychographics
Sentiment
Track Interest
Engagement
Call-To-Action (CTA)
Track Consideration
Engagement
Sales Objections
Churn
Call-To-Action (CTA)
Sentiment
Track Purchases
Revenue
Customer Lifetime Value (CLV)
Engagement
Call-To-Action (CTA)
Velocity
Sentiment
Track Loyalty
Engagement
Customer Lifetime Value (CLV)
Retention
Segment
Sentiment

Enrich

What data should be scraped or purchased about your customers or competitors.

Enrichment: What do we know about our competitors?
Competitive Intelligence
Enrichment: What can we learn about our prospect?
Customer Intelligence
Decision Drivers
Enrichment: What have we learned about our lead?
Customer Intelligence
Decision Drivers
Enrichment: What have we learned about our customer?
Customer Intelligence
Decision Drivers
Enrichment: What can we learn from customer connections?
Referrals

Measure

What KPIs and data should be measured and calculated.

Measure Awareness
Cost Per Acquisition (CPA)
Engagement
Click Through Rates
Impressions
Social Media Metrics
Measure Interest
Engagement
Cost Per Engagement
Click Through Rates
Measure Consideration
Retention
Conversion Ratio
Age
Cost Per Engagement
Measure Purchases
Revenue/ROI*
Cost Per Acquisition*
Campaign ROI*
Langing Page ROI*
Cost Per Engagement
Measure CLV
Revenue/ROI*
Customer Lifetime Value (CLV)*
Cost Per Engagement
Net Promoter Score (NPS)

Predict

What information can be predicted within the step in the funnel.

Predict ROI, Content & Segments
Segment
Campaign ROI
Landing Page ROI
SEO ROI
Presonalized Content
Predict Interest, ROI & Content
Lead Score
Customer ROI
Personalized Content
Segment
Personalized CTA
Predict Probability & Segments
Lead Score
Retention
Personalized Content
Segment
Personalized CTA
Predict CLV & Retention
Customer Lifetime Value
Retention
Personalized Content
Satisfaction
Predict CLV & Retention
Customer Lifetime Value
Retention
Personalized Content
Personalized Upsells
Satisfaction

Automate

What tasks can be automated that are not typically represented in most marketing funnels.

Automated Optimization
Campaign Modifications
Personalized Content
Automated Personalization
Personalized Email Campaigns
Personalized Landing Pages
Automated Engagement
Personalized Email Campaigns
Personalized Landing Pages
Re-Engagement Campaigns
Automated Onboarding
Onboarding Email Campaigns
Personalized Support
Post-Purchase Chatbots
Automated Upsells & Referrals
Personalized Referrals
Personalized Upsells
Personalized Content

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