What Could You Do With a Digital Marketing Command Center?

2 minute read
Dom Nicastro avatar

This morning, a vendor promised us their solution is the only that looks at the entire customer journey and provides sales agents actionable insights.

Now another vendor is making the same promise for digital marketers.

Bedford, Mass.-based Progress Software has created a Digital Marketing Command Center. Officials said it combines technologies from its Telerik Sitefinity CMS and Sitefinity Digital Experience Cloud to help marketers track and measure customer behavior.

"We started this 16 months ago, and this is one of the things we've struggled with ourselves," said Martin Kirov, vice president of product management and marketing for the Telerik Sitefinity CMS. "And most customers struggle with the fact that digital marketing teams operate in a very fragmented way."

Behind the Promises

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So how does it promise to pull them together?

Progress is creating a central repository of customer interactions. It draws information from a host of systems across channels and devices.

Digital marketers can use that data and execute marketing strategies via the CMS.

It measures both anonymous and long-standing site visitors.

"We feel there is a lot of benefit to integrating with a CMS," Kirov said.

Learning Opportunities

Data is pulled from Telerik Sitefinity CMS, Salesforce, Marketo, Microsoft SharePoint and Dynamics.

The Telerik Sitefinity cloud uses machine learning to relate how groups of customers and prospects interact through all channels. Marketers can then turn that data into action, the company claimed.

"You can see every interaction that customer had over time," Kirov told CMSWire. "You need to be able to set goals, measure and optimize for every step of the customer journey."

Cloud Breakdown

Specifically, marketers can set "goals" in the new system. It's one of the new features in the Sitefinity cloud, which include:

  • Customer analytics (predictive and prescriptive): Marketers can define online and offline conversion goals to measure strategies and insights and recommendations
  • Persona management: Marketers can profile and target based on visitor and anonymous-visitor activities
  • Integration with third-party data sources: Marketers have a 360-degree view of customer interactions, both digital and non-digital
  • Automated lead scoring and management: Marketers can ranking sales readiness of leads against a common definition of “qualified” via a centrally managed framework, shared across sales and marketing teams

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Sitefinity is a .NET platform. Its digital experience cloud is hosted by Microsoft Azure but can be hosted anywhere, Kirov said.