Web Analytics is No Longer Passive

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Psynchronous Communications bridges the gap between marketing channel analytics and actionability with the launch of its new PrimeTarget and SalesAlert enhancements to its patent-pending Gravity marketing communications system.

The larger analytics players are trying to add perceived value by producing ever deeper reports. But the analytics end-user quickly becomes overwhelmed by too much data. What they need from analytics is synthesis – the ability to automatically convert analytical insight into action. Marketers need fewer reports, and more realized benefit.

Psynchronous Communications bridges the gap between marketing channel analytics and actionability with the launch of its new PrimeTarget and SalesAlert enhancements to its patent-pending Gravity marketing communications system. PrimeTarget lets marketers easily deploy rules-based web content to individual prospects and customers. SalesAlert automates the qualification and real-time delivery of leads to the sales force.

"It continues to be difficult to justify the cost of web analytics," notes Kevin Zundl, Partner, Strategy & Analytics. "The larger analytics players are trying to add perceived value by producing ever deeper reports. But the analytics end-user quickly becomes overwhelmed by too much data. What they need from analytics is synthesis – the ability to automatically convert analytical insight into action. Marketers need fewer reports, and more realized benefit."

"Gravity is an integrated platform that actively delivers marketing communication to segments and individuals," states Kris Washington, Psynchronous Founding Partner. "So our analytics module and toolsets don't just report, they can also trigger events, whether an outbound message to a prospect, or the passing of a lead to sales. And that's a powerful difference. Passive analytics reporting is important for planning, but the ability to use analytic tools to qualify, channel, and deliver content on the fly is critical to marketers with customers who use the web to research and buy."

The Gravity PrimeTarget module creates personalized web experiences by analyzing customer and prospect page visitation behavior, information requests, and online and offline campaign responses. The process is invisible to consumers and reporting makes it easy to test campaign effectiveness and detect and avoid creative burn out.

The Gravity SalesAlert module automatically qualifies leads based on Client sales rules. Email alerts containing qualified prospect or customer profile are forwarded to the correct salesperson based on geography, product line, or account. Automatic lead qualification keeps the number of incoming leads manageable. Instant delivery of leads in real time results in faster follow-up. Salespeople can access their personal Gravity SalesAlert interface to see a more complete profile of a lead to help make an informed call-back, and to add contact and call notes.

"Marketers sometimes find it hard to know which campaigns are driving qualified leads, and getting those leads to Sales in a timely manner can be daunting and laborious," adds Pat D'Amico, Founding Partner. "SalesAlert solves this problem by automating the qualification process and providing a continual feed of leads while simultaneously helping marketing identify what campaigns are driving salient leads."

About Gravity:

Gravity is the patent-pending marketing communications platform that helps companies generate and convert leads through an integrated toolset consisting of:

  • Campaign and Web Analytics
  • Lead Capture and Segmentation
  • Personalized Content Delivery
  • Sales Force Automation
  • Competitive Evaluation

About Psynchronous

Psynchronous Communications, Inc. is a full-service advertising agency that delivers more measurable, effective and efficient communications and marketing programs to clients and agencies through the use of strategic creative and its proprietary Gravity marketing communication software. To learn more about Psynchronous Communications and Gravity, visit http://www.psynchronous.com.

Contact:

Pat D'Amico

Founding Partner

Psynchronous Communications, Inc.

165 New Boston Street, Suite #279

Woburn, MA 01801

Telephone: 781-937-0675

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Pat D'Amico
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