Sales Prospecting Using Data Analytics
As marketing plans evolve to incorporate the new promotional paradigms
enabled by digital electronics and wireless communications, managers are
being tasked with selecting messaging strategies that will optimize plan
performance against the backdrop of a rapidly changing menu of outbound and
inbound marketing choices.
For retail businesses, the art and
science of capturing the attention of prospective buyers when they are
willing and able
to make a purchase has become increasingly high-tech. Digital signage and
wireless GPS enabled portable devices are providing marketing managers with
new ways to connect. Proximity based promotions and location based
advertising are two growing examples. For decision makers entering into or
expanding within this new promotional environment, data analytics has
the ability to provide essential metrics for tactical and strategy
selection.
Business-to-business prospecting is also entering a new
era. Beyond media choices, locating prospective buyers for business products
and services now requires a firm understanding of prospect history and
objectives, areas that can benefit significantly from the use of structured data
analysis. Sales prospecting using data analytics can provide a consistent
platform for measuring sales campaigns across the
department, or the enterprise.
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