As we examined in part 1 of our Data Monetization blog series, the first step to increasing revenue with data is identifying who the analytics will be surfaced to, what their top priorities are, what questions we need to ask and which data sources we need to include. For this blog, let’s take a look at what tools we will need to bring it all together.
With our initial example of a VP of Sales dashboard, fortunately the secondary data sources (NetProspex, Marketo and HubSpot Signals) all integrate fairly seamlessly with the Salesforce CRM. This should allow for some fairly straightforward analytics built on top of all the data we’ve aggregated. If we pivot over to our CMO dashboard, things get a bit murkier.
Although our Marketo instance easily integrates with Salesforce, the sheer volume of data sources that can provide insight to our marketing activity makes this project a much more daunting ask. What about our social channels, Adobe Omniture, Google Ads, LinkedIn Ads, Facebook Ads, SEO as well as various spreadsheets. In more and more instances, especially for a team managing multiple brands / channels, this number can easily shoot into the dozens.