Data driven marketing decisions achieve better results for brands. This is something that most businesses now understand – and there are examples of the way this has worked to a business advantage everywhere you look. InterContinental Hotels Group, for example, employed the data from social media analytics to make marketing decisions that resulted in a 35% higher conversion rate. So, how can you use the data that you gather to make smarter marketing decisions?
Software-as-a-Service (SaaS) offers an alternative to traditional IT infrastructures that have to be bought, built, configured and maintained on site. It was first launched in the early 2000s as a way for businesses to make IT spend more cost effective and to support more scalable and simple development and growth. Today, it is broadly popular – a recent study by KMPG found that around half of those surveyed identified SaaS as their most likely area for investment. Choosing SaaS CRM for your business has a number of distinct advantages.
In the UK, only 35% of businesses have fully integrated CRM systems. And yet, CRM is consistently rated as one of the most important tools for business development and growth. Every organisation sees the importance of understanding customer behaviour when it comes to driving growth and creating more positive customer relationships. But not all have yet made the link to quite how crucial CRM is to this process.