SaaS BI Vendor Analyzes Online Marketing - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Government // Enterprise Architecture
02:43 PM
Connect Directly

SaaS BI Vendor Analyzes Online Marketing

myDials business intelligence service measures Web campaigns, paid search and Facebook and Twitter activity.

In the digital media era, marketing has shifted from fuzzy brand building to highly targeted and measurable efforts including Web and e-mail campaigns, paid search and, increasingly, social media initiatives.

To deliver on the promise of measurability, software-as-a-service-based business intelligence vendor myDials on Tuesday launched a Performance Module for Marketing designed to help marketing executives spend their budgets more wisely.

The myDials BI service provides a foundation of dashboard interfaces that can be linked with myriad data sources and set to user-customizable views and drill-through analyses. Customers can also set up goals, thresholds and exception alerts whereby users can spot exception conditions such as revenue shortfalls.

The myDials Performance Module for Marketing is prebuilt with a battery of key metrics and comparative visualizations of interest to marketing professionals. For example, lead analyses include cost and conversion ratios by campaign, product and location. Web site activity visualizations include visitor activity, location, source and time spent onsite.

Social media measures include Facebook fans, likes and mentions, and Twitter followers, mentions and retweets. Paid-keyword-search campaigns can be measured in terms of clicks, click-through rates, costs, quality and comparative keyword performance.

By pulling all these measures and comparisons together in one place, the Performance Module for Marketing lets users correlate campaign metrics with revenue and gross profit to show returns on marketing investments, according to the vendor.

The data needed to drive all these analyses must be integrated from various source systems. MyDials has developed standard connectors to CRM metrics from Salesforce and NetSuite, Web analytics from Google analytics, paid-search results from Google AdWords, social media stats from Facebook and Twitter, and ERP data from NetSuite, Microsoft Dynamics and SAP. Data can also be extracted from myriad databases, spreadsheets and flat files.

myDials costs range from $25 per user, per month for Lite (read only) users up to $90 per user, per month for Advanced users with configuration, customization and what-if analysis capabilities.

The Performance Marketing Module is a free add-on to the MyDials service, but costs escalate as the number of data sources increases. Data-connector costs start at $750 per year for spreadsheets, Web forms, and flat files and max out at $5,000 per year for enterprise applications. Google connectors are $1,800 per year and Twitter connectors are $1,200 per year.

Sales, IT, HR, Finance and Professional Services are among the other domain-specific modules available in the myDials service portfolio.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
IT Careers: Top 10 US Cities for Tech Jobs
Cynthia Harvey, Freelance Journalist, InformationWeek,  1/14/2020
Predictions for Cloud Computing in 2020
James Kobielus, Research Director, Futurum,  1/9/2020
What's Next: AI and Data Trends for 2020 and Beyond
Jessica Davis, Senior Editor, Enterprise Apps,  12/30/2019
White Papers
Register for InformationWeek Newsletters
Current Issue
The Cloud Gets Ready for the 20's
This IT Trend Report explores how cloud computing is being shaped for the next phase in its maturation. It will help enterprise IT decision makers and business leaders understand some of the key trends reflected emerging cloud concepts and technologies, and in enterprise cloud usage patterns. Get it today!
Flash Poll