Self-service data preparation enables marketing to access and blend the necessary data sets from the right sources to get a sense of PPC’s impact on opportunities and ultimately Closed/Won deals.
Your marketing team wants to evaluate the effectiveness and ROI on your Google AdWords spend. While you can get click-through rates, session information, and conversion counts from Google Analytics, for budgeting and strategic planning you may want to quickly get a view into any contribution PPC is having on your demand generation numbers – inquiries, opportunities and closed business.
Not all these questions may be answered by Google Analytics alone – pertinent details on campaigns and campaign members will need to be picked up from SalesForce and potentially enriched by combining data with other sources like Dun & Bradstreet, Hoovers, Data.com, DiscoverOrg, etc. And while your marketing automation system may import associated Google Analytics data into your programs, this is often time consuming to access and can be difficult to combine with other data. Salesforce.com will contain opportunities and closed/won deals, but it won’t include attribution to multiple marketing sources very easily.
Using Monarch you are able to access and blend data directly from both Google Analytics and Salesforce.com directly or from historical reports and PDFs, and combine it with 3rd party data sources and HTML pages. Monarch also provides advanced techniques like fuzzy matching that can help join two data sets where the fields are not perfectly identical but should match (like Daniel Potter from Datawatch should equal Dan Potter from DataWatch, Inc.).
By quickly matching campaign ID fields and blending Google Analytics and Salesforce data, marketers can identify opportunities AND closed/won deals that have:
a) AdWords as an original lead source;
b) AdWords as a most recent lead source; or
c) AdWords an an influence source (sometime in the process)