Recently, a study by Data Intensity and Researchscape International found that a whopping 63% of B2B companies are frustrated by the amount of time it takes to attain meaningful results and data insights that they need to make business decisions.
If you are a B2B marketer, you are probably not surprised by this. In fact, there is a high chance that you have experienced this pain yourself.
There are 3 main reasons for the escalation of this pain over the last few years:
- The stack of technologies that most Marketing teams have accumulated is very diverse and difficult to manage. Most of these solutions provide their own silo-ed analytics but don’t give you the end-to-end picture that you need. Trying to integrate them together and then cleaning the data is not a task that even the most experienced of system integrators are capable of taking on.
- Most of the BI/Analytics tools out there require you to have a deep understanding of arcane things such as data models and integration frameworks. Cobbling the analytics together using these tools is both expensive and time consuming. 20% of the respondents to the above survey said they have invested between $1-9 Million in people, processes and technology but are not satisfied with the results. At the same time, unfortunately, depending on IT to deliver these analytics is usually a frustrating experience.
- Finally, and most importantly, as a marketer, you really want to focus on the outcomes of your past business decisions and focus on what worked and what needs to be changed. The last thing you want to be doing is fiddling around with technology or loading your team up with technical resources that speak Greek to your Latin.
So, what’s the solution? Interestingly, the same report goes on to point out 58% of the respondents felt that ‘Data Analysis as a Service’ was the most effective way to solve the above problems.
The reason this is ‘interesting’ is because, at Claritix, having spent time with a number of marketing teams over the years, we had reached the same conclusion a few months ago about the way to solve the problem. What we have developed is a productized service on the cloud that is flexible enough to meet the analysis needs of most B2B companies while being able to deliver the results either on a regular or an ad-hoc basis.
The way this works is that each customer explains to us in detail their analysis requirements as well as the current (and future) systems that they work with. Based on that, we model their landscape in our solution, ensure the cleanliness of data through sophisticated algorithms that we have developed and provide the reports and charts without the need for our customer’s users to even log into our software if they choose not to.
Our years of experience in designing and implementing complex system landscapes ensure that we understand the need for flexibility that each customer wants while taking away the pain of modeling the integrations and cleansing the data.
If you want to understand more about how we could help you get rid of the pain called data analytics, please feel free to get in touch with us. We look forward to hearing from you.