This is Mary from Marketing. She markets her company's products using a number of different channels. One of mary’s channels is email campaigns. She sends emails out 5 days a week, at varying times of the day.
This is Todd. Todd runs sales. Todd has direct access to sales results, but has no way of predicting or attributing what Mary’s marketing efforts are doing to affect his sales, positively or negatively.
Mary has several sources of data she can access. She has an Email Campaign file that trackswhat emails were sent to which prospect, and when. Mary also has a sales transaction dataset, showing whichcustomers bought what product, for how much, and when.
Mary and Todd both know that Mary’s marketing efforts overallare driving sales, but, the CFO wants specific proof. He’d like to know which channel is producing the best results from his marketing dollars spent in each of them. He’d also like to learn if there are ways to improve the effectiveness in each channel.
With Inzata, Mary first loads her data from her marketingsystem. She does this with two files, onecontaining data about all of the emails she’s sent over the last six months,and another containing the source of where each of those customer leads camefrom. She also gets data from Todd showing the transactions madeby customer ID. Finally, she loads in acustomer master file that will be used to connect the two customer data files.