How ITOM’s Data Analytics Lends Significant Support to Your Sales and Marketing Efforts

Learn how ITOM can help you paint a clearer picture of your operational performance.

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Organized and analyzed data are now driving the latest marketing ventures of companies, and IT Operations Management’s (ITOM) data analytics can be harnessed as an important tool to strengthen its efforts.


Advertising and marketing are no longer expensive hit-and-miss affairs the minute that companies started promoting their products and services on the web. The success (or failure) of campaigns are now more quickly and easily measured by concrete units that leave little to guesswork. Marketing heads know exactly how many users visited their website or downloaded their ebooks. Their social media assistants register how many Fans ‘liked’ their new messages and the number of times they shared same to their Friends. Data can correlate the impact of a campaign with any increase in a new product’s sales.


Data-driven marketing


Perhaps more important to decision-makers and organization heads, web-fueled data can accurately create consumer behavior profiles. Using information from past shopping and browsing choices, it can analyze a customer’s most-visited websites, and favorite products, average online expenditures every month. A more thorough research into the company database can also lead to more specific demographics such as the market’s predominant gender, age group, and social status.


Not surprisingly, marketing is increasing their reliance on data. According to eMarketer 68.6 percent of sales and marketing professionals plan on allocating more of their budget on data-driven activities. This shows a more than ten percent increase from similar expenditures in 2015.  Another 51.8 percent said they expected substantial revenues from this investment.

Corollary to this is the increase in spending in ITOM-related data technology, as noted by Gartner. As of three years ago, global centers spent $800 million for analytics technology aligned with IT functions. One reason is to handle all the data that IT is amassing, which also ballooned 300 percent from 2006 to 2013.


IT Operations Analytics (ITOA) can provide marketing with the data that it needs to succeed in its campaign through innovative ways. This component of your ITOM sifts through the tons of data that enters your IT system every day. In monitoring the performance of the various solutions, software, and other devices in the infrastructure, it spots patterns and trends and classifies them into sets of information that would make them more comprehensible to the user. Issues that slow down efficiency are tracked down from various sources, including but not limited to machine use, equipment quality, security protocols, employee behavior, customer responses, and employee-customer interaction.



ITOM: End-to-end Analytics


IT checks this data and uses it to zero in on the system flaws and fix them. It also identifies longstanding sources of inefficiencies and make the necessary recommendations to management. In essence, ITOA culls information to create a bigger picture that affects performance and presents them to decision-makers. Executives can avail of this data the next time they have to assess matters like application upgrades or the productivity of a mobile team.


Yet ITOA can extend this same support to marketing. BMC names “business and social data” and “customer service and retention” among the information it constantly gathers. “User experience,” the sacred buzzword that analysts claim as a pillar of repeat business, can be dissected through IT Operations Analytics. A keen and studious sales and marketing department can make use of this data to evaluate the following:


  • Level of customer engagement during and after a particular campaign:  Did the number of customers increase, decrease, or remained the same?  How did sales perform? Were more units sold, or did the numbers remain static?


  • The reasons behind customer retention: How many customers remain with the company every year? How many of them stop doing business with the company? Of those who remained, how long have they been customers with the company? Have they remained constant customers throughout these years, or did some of them temporarily leave and then returned? Marketing can study these loyal clients and come up with a demographic of a sector who are not going away, and thus must be paid attention to.


  • Customer feedback, including rave reviews and complaints: If the ITOM records customer feedback through emails and website responses, marketing can sift through them and find out what they truly like – and dislike – about the organization and its offerings. How did these customers find their use of a specific product? Did your social media desk help them with their concerns? Did your marketing content effectively communicate your products or service’s selling proposition? Are they satisfied with the products that they bought from you?


  • Website metrics: Web traffic is a significant indicator of interest among your market. Analytics can check if the website’s user statistics spiked while the campaign is ongoing. In the absence of such activity, marketing can discover the seasons when user activity escalates or drops out. For example, if website hits accelerate during the months of June to August, marketing can use that as a lead to discover their market’s behavior during that time. Why are they more interested in clicking on the site? Which products do they click on? What do they do during these special months?


These are just a few ways by which marketing can put on its analytical hat and tap into ITOA before launching another creative venture. The massive data that the solution continually gathers is nothing short of massive. But with enough time and patience, insights can be gleaned that might help in the next winning campaign. Executives have learned to rely on ITOA for their business strategies. Marketing professionals would be wise to follow.