- Data, Marketing & Automation

Driven by Data or Lost in the Details?

5 Questions that Matter in Marketing

From the advent of the data age, businesses have struggled to harness new technology to make data-driven marketing decisions. From lead conversion to better ROI, and now customer engagement, marketers are eager to make use of the power data has endowed them with.

Every modern company aspires to be ‘data-driven.’ The problem is, achieving this coveted label isn’t so simple. With new power comes new complications – keeping data clean, separating facts from assumptions, tracking the right metrics, and choosing appropriate platforms and tools, just to name a few.

So how can businesses know if they’re truly data-driven or getting stuck in the various pitfalls of wielding unfamiliar technology? While the details vary for each business, a few simple questions can provide clarity.

1) Is a cross-channel strategy employed and is it getting results?

Most businesses know they need to reach out to their audience through multiple online channels. The easy part is creating accounts and having a presence on all of these relevant channels. The hard part is creating cohesion between them. A cross-channel strategy accomplishes two valuable objectives: It ushers customers smoothly from one step of the marketing funnel to the next, and it amplifies the impact and message of the overall marketing strategy.

A cross-channel strategy that is employed correctly will strengthen brand recognition and help customers remember specifically what it has to offer. A business without a cross- channel strategy ends up with choppier communications and a value proposition that lacks unity.

2) Is data being collected and analyzed in silos?

What happens when the findings of one dataset contradict another? How can marketers avoid comparing apples to oranges or drawing conclusions based on data that is too limited and specific? Ultimately, collecting and analyzing data on several separate platforms increases confusion and makes it harder to create a cross-channel strategy that makes sense. Platforms that allow for a centralized data hub give a broader perspective of the health of a business’ marketing efforts. These platforms also increase communication and collaboration between team members who should all be accessing the same data reports.

Fortunately, data silos are a problem that businesses are making great strides in solving –

According to a recent study by Teradata, “43 percent of respondents said they have achieved fully integrated data across teams, compared with just 18 percent in 2013.”

3) Is data being analyzed and action being taken?

It sounds all too obvious, but even highly developed marketing teams can get caught up in the chase – that is, collecting data endlessly as if collection is the goal itself. In addition, companies can easily lapse into using data strictly in hindsight, looking back at past results to understand what already happened. This neglects the bigger purpose of data, which is to forecast, improve future outcomes, and prevent problems. It’s crucial for businesses to stay focused on answering the right questions with data rather than endlessly collecting larger and larger pools of data. Bigger is not always better – especially if the ‘why’ behind the project grows hazier as the data size increases. If data is collected and analyzed successfully, but no clear information can be learned from it, it’s a red flag that marketers need to go back to the drawing board. Even the most skilled data analysts with precise conclusions won’t make an impact if decision-makers don’t head their advice.

4) Is testing central to how the organization operates?

At the heart of every data-driven organization is testing. Whether its split testing two versions of an ad campaign, swapping email subject lines, or anything else, a data-driven company tests whatever has an unknown outcome. A large corporation with several product lines might run dozens of marketing tests per day to pinpoint optimal ways to reach customers.
This testing culture is born from the realization that there is always another way to tweak, streamline, and optimize processes for best results. Thus data-driven organizations embrace testing as a means of continually growing their reach, understanding customers more intimately, and increasing revenue. As predictions are made about inventory, sales, or marketing, companies can later look back to assess the accuracy of these predictions and make changes to improve.

5) Where is most of the time spent?

A good rule of thumb is that marketers should be spending less time on data collection and reporting, and more time using those insights to create change. According to Hubspot, wasted time can be reduced by making small changes, such as automatically updating reports daily. Simplifying the data collection and reporting process makes space for data analysts to spend more time on what matters - generating thoughtful insights and using the information to solve problems. Companies must have sufficient time to reflect on the bigger picture underneath their data - What is the deeper meaning and why are these patterns playing out?

Ultimately, a business is only data-driven if it takes consistent action based on definitive findings. For that to happen, a business needs to have sound data collection and analytical capabilities. In addition, being able to segment datasets without going too far as to create silos is critical.

This delicate dance of using data intelligently isn’t easy, but for the persistent marketer, it pays off in spades. A data-driven company is a company that knows the health of its customer-base, where its revenue is coming from, and what marketing decisions to make next. Businesses no longer need to leave these immensely important choices to chance. With data, there can be certainty, and with certainty, peace of mind.

Marketing Automation - And So Should You!

Data-driven organizations are 23 times more likely to acquire customers, six times as likely to retain those customers, and 19 times as likely to be profitable as a result. - McKinsey Global Institute 

In the simplest terms, marketing automation includes any tools or platforms that automate marketing tasks, manage data across various channels, and allow for data analysis over time. Automation tools don’t just make life easier for companies – but more importantly, they revolutionize the experience for their customers.

A Forrester study estimates that by 2023, annual spending on automation tools will more than double. That’s $25.1 billion spent annually by 2023.

But with all this money flowing out, many organizations aren’t trained in using automation technology – let alone understanding its long-term capabilities.

One survey revealed that 58% of marketers reported they were struggling to find efficient strategies to make use of automation tools. In other words, they have the power, but not the expertise to wield it.

While we’re well on our way to transforming UX through data-driven decision-making, a vast learning curve lies ahead. Data and automation can strengthen customer relationships, increase marketing ROI, and save time and energy. This is the untapped potential of technology and the future of business.

What Can Businesses Do with Automation?

Asking what businesses can do with automation is like asking what someone can do with a computer. There are limitless options.

When it comes to marketing, there are several areas that directly benefit from automation now - customer relationship management, social media, email marketing, landing pages, and lead generation to name a few.

To be more specific, let’s say you want to segment your email lists into geographic groups. Or send an email to everyone who purchased a specific product. Or remember to follow up automatically with customer support issues. Maybe you want to send out product recommendations periodically without having to remember, or retarget leads who recently visited your site in a timely manner.

Individually, these tasks are simple enough, but altogether, they can take hours and create significant confusion. Furthermore, without the data to review your past results, it can be nearly impossible to tell whether performance is improving in any given area.

In this sense, we can look at automation as a means of taking radical responsibility for your marketing processes (without the headache). It’s the difference between uncertainty/unease and confident scalable marketing that generates measurable results.

What Can Businesses Expect from Automation Platforms?

Automation is one thing – You can automate in simple ways on platforms like Facebook and Hootsuite. But bring together automation and integration for an exponentially more efficient, data-driven, marketing program. One of the best things about a solid automation system is that it brings all your other tools together in one place.

Let’s look at Salesforce as an example. This platform takes a CRM approach, fusing sales, marketing, and customer service so your whole company has a 360-degree view of the user experience for each individual – not just your userbase as a whole. Salesforce knows that personalization is paving the future of successful business. It’s a highly customizable platform that can adapt as your business grows or changes course.

Hubspot is another great example of a platform that allows you to streamline all marketing tasks from one central command center. Using workflows, companies can manage email lists, send internal notifications, select conditions and triggers for automatic personalized emails. Imagine the free time that opens up for a team whose lead generation strategy is set to autopilot – tasks are handled in a uniform manner and nothing falls through the cracks from the inevitable human error.

Getting Started with Marketing Automation

Before even researching tools and technology, it’s important to gain as much clarity as you can.

The first step is likely the easiest - reviewing your current marketing strategy, tech stack, and their shortcomings. Identifying the weak spots or difficult aspects of running your business is probably obvious for you and/or your marketing team. You already have an idea of what’s not getting results, or what’s really time-consuming and laborious. Having this knowledge front and center as you search for marketing solutions will help guide your decisions. It will also keep you from drifting in too many different directions as you explore the endless possibilities these platforms offer.

Next is a step you’ve probably heard often: Have a goal. Plunging into automation technology without a goal is just like plunging in without knowing your specific weak spots – How will you know what choices to make? Your goal may be as broad as nurturing leads or as specific as generating 100 new subscribers per month. In any case, you’ll be better able to analyze your data for effectiveness when you know what results you’re looking for.

Finally, your automation tools are only as effective as the people who use them. Training your team to step outside their comfort zones and learn new marketing technologies will round out your results. This means working to eliminate silos between departments like marketing, sales, and IT. Strategic decisions that allow all team members to play a role, or at least be in-the-know about the company’s automation tools with create cohesion. Automation platforms are a great way to foster a culture of centralized data, collaboration, and clearer communication which creates cohesion within the organization.

Ready to dive in and learn more about data and automation for small business? Read more on the blog or get in touch to start optimizing your marketing ROI.

How Slack Is Accelerating Digital Marketing

Since its inception in 2013, Slack has quickly become a staple in many offices and workspaces around the world. As of this year, the platform boasts 10 million users per day, and a whopping 43% of Fortune 100 companies use it in one way or another.

At first glance, a simple instant messaging tool for teams doesn't seem very revolutionary, albeit convenient & lighthearted. (Slack's loading screens greet users with witty banter like, "The Elders of the Internet are contemplating your request..") Slack's interface is impressively clean and simple too, which doesn't sufficiently reveal the vast capabilities hiding within the platform either. But Slack is more than just another tab in your browser or another platform you have to remember a login and password for. If used to its fullest capacity, it's a robust command center for marketers and marketing teams to execute each of their tasks. Let's briefly review some of Slack's capabilities and features.

A Marketer's Dream Command Center

Digital Marketing - Teams can manage entire campaigns from channels within Slack and keep data separate. It can also be integrated with other popular marketing platforms like MailChimp. Manage your editorial calendar, content marketing strategy, analytics, and even finances and invoices. You can also set campaign reminders and get help at any time from your personal assistant, Slackbot.

Statistics - All team members can access performance statistics and share relevant content on the designated channel. You can also monitor social media marketing budgets, respond to customer feedback, and share results from email campaigns. With Slack, teams can pinpoint KPIs and ensure they are met.

Content Sharing - Teams can share links, documents, videos, and screencasts with a simple copy and paste.

So what are the implications of such a diverse, multi-faceted, and widely-used platform?

Email on the Backburner

Image result for email is dead

For several years now, some marketing experts have harped on the idea that email is dead - or will be soon. Yet, many professionals haven't seen a hint of evidence of that. Many still spend their days plowing through emails, trying desperately to organize the influx of information in their inboxes. But for those that still insist the end is near for email, Slack would be just the platform to deliver that final crushing blow. It's a team communication tool that is more direct than email - Simply click the name of the person you want to speak to. It's also more conversational, which saves time by cutting the fluff and formalities you'd often find in an email.

Seamless Integration & Automation

The biggest gamechanger Slack introduces for digital marketers is simple automation. Social media apps many teams are already using like Hubspot and Hootsuite can be integrated with Slack, along with automation tools like Zapier and Marketo. Users can create tasks in Hubspot for every Slack message they need to take action on. Hootsuite users can send specific social media posts to Slack and add comments or solicit feedback from team members. Zapier can help with tasks like automatically sending all Facebook posts to one Slack channel. In this way, teams are virtually limitless in how they can customize Slack to meet their unique marketing needs.

By learning to navigate Slack using quick keyboard commands, users no longer need to switch between their own email, social media, data platforms, and email marketing platforms as often. All information is gathered in a central hub where every team member has instant access. Not to mention, teams can say goodbye to silos. Something as complex as launching a product can be simplified with custom Slackbot reminders and integration with Google calendar. For data, tools like Statsbot can pull information from Google Analytics right into Slack. Surveys from SurveyMonkey can be brought in as well. For organization, tools your team already uses like Trello and Asana can be integrated. There's no limit to the amount of data teams can review together.

Global Knowledge

1 online geniuses slack

Not only is Slack uniting and simplifying communication on teams, but in entire industries. Marketing professionals worldwide are joining Slack channels like Online Geniuses and Open Strategy, which is where thousands of digital marketers now go to learn, share information, and ask questions. Some channels even interview well-known entrepreneurs and open the floor for questions. These channels serve as hubs of expertise in the latest marketing trends. Startups can also create channels for its userbase or membership to raise questions, report issues, and even celebrate the brand. Channels can be unique in that they invite users into direct, informal communication with the company itself.



Marketing and data automation is one of the fastest-changing industries thanks to ongoing advancements in technology. Keeping up can be a serious challenge, especially for smaller teams with more limited budgets. In this sense, Slack is leveling the playing field with an accessible, affordable platform that provides access to all the essentials - marketing, data, and collaboration.

Digital marketing can quickly become a monstrous job that takes up too many team members' time and energy. With Slack's help in automating tedious tasks, teams are spared both the mental and digital clutter of doing everything manually. That's more time spent on the important stuff, less time wasted on busywork.



If you'd like to learn more about how you could leverage Slack to maximize the use of data and automation in your marketing flows, feel free to contact us, we just might be able to help!


SOI: The Engines Of The 4th Industrial Revolution

We are in the midst of the 4th Industrial Revolution. From AI to IoT to machine learning to automation, companies must evolve to survive. Lennar International, the division in charge of bringing the dream of owning a US home to the world for Lennar, a Fortune 200 company, partnered with innovative upstart ONE12th to re-imagine itself as a data-driven, digital-first organization. The Systems Of Intelligence (SOI) connect data to business outcomes in order to maximize efficiency. ONE12th and Lennar International’s Lecia Rothman led the transformation through a System of Optimization, by placing the SOI as the engine at the center of every process. This enabled Lennar International to leverage, and stay one step ahead of, the data-fueled technological advances of the 4th Industrial Revolution… And so can you.

The 4th Industrial Revolution is bringing with it an accelerated pace of innovation, particularly when it comes to the vast troves of data being generated and the technology that is transforming the way we harness that data. At ONE12th, we believe that our historical focus on digital marketing has led us to the forefront of the disruption and opportunity being generated in its wake.

Systems of Intelligence (SOI) is a collection of systems that aggregates all of the relevant first and third-party data in a cloud-based database which is connected to both PII, through CRM, as well as real business outcomes. In the case of Lennar International, we had implemented Salesforce/Pardot combined with other systems in the mar-tech stack. This set of systems allow the International Division to capture inquiries, to then nurture those inquiries based on their geographic and language criteria. Their relevant digital behavior, as well as interactions with a call center, are tracked in order to deliver a personalized, high touch, international home buying journey. The systems qualify inquiries to become MQLs automatically as the inquiries meet certain criteria. At this point, they are put in the care of a human.

The 4th Industrial Revolution focuses on how technologies are interacting with humans’ physical lives. This point in Lennar International’s systems is where the rubber meets the road, and the automated marketing engine drives into the hands of a human, to keep moving forward. These specialized individuals communicate personally with each MQL in order to tailor the home buying journey to their unique needs. Once MQLs are qualified as SQLs, they move seamlessly through the sales process. The data from the final stages of this process continuously sync throughout the international systems so that it can be aggregated and leveraged to optimize demand generation, the automated marketing nurture, the actions of the humans and ultimately, the home sale process itself. And that, our dear friends, is data being put to work maximizing real business outcomes while improving the customer experience.

In order to build a truly Data-Driven / Digital First Organization, having the technology and data flows in place is not enough. Lennar International quickly realized this as it watched the technology advance away from their pre-established operations. It needed to redefine itself around it. 

And who better to take on this challenge than us, the win-win partnership team that dared to build their SOI in the first place. Re-enter Lennar International’s Director of Digital Strategy (“Change Agent”), Lecia Rothman and the ONE12th team.

The System Of Optimization Project (SOO) leveraged a data-first management consulting approach through which ONE12th transformed Lennar International into a digital-first organization. At the center of this organization would be the previously developed Systems Of Intelligence (SOI). 

The first key milestone was the implementation of a scientific brief to foster thoughtful, data-driven ideas both for digital activity and offline initiatives. Due to the “data science” brief, Regional Business Directors were now proactively developing and testing new digital-first ideas. Along with scientific briefs came new customized communication flows and interconnected collaboration tools that fostered these types of ideas. With all of this enhanced focus from the whole organization on data and digital; new nurturing processes, data structures, and team roles were developed, debated and implemented to maximize data use and automation. 

There were a number of key optimizations to the technological architecture. There were custom web services developed in Microsoft Azure to monitor the database for marketing/sales trends from the likes of Facebook, Linkedin, Talkdesk, Google Ads, Salesforce, Pardot, and other sources. KPIs were visualized through Power BI, set certain automated flows in motion and triggered predictive notifications for specific team members in Slack. Additionally, an Idea Management System leveraged Microsoft Onedrive and Slack for the budget approval process and automated campaign/project performance tracking through Salesforce. Last but not least, Slack channels brought in lead information as they progressed through the funnel to enable contextual discussions beyond the sales teams, maximizing collaboration around every international opportunity.

With the conclusion of this SOO transformation project for Lennar International, we are excited to be able to share a lot more about this work, the valuable insights we learned along the way and how they could be leveraged by any organization to position itself to lead in the midsts of the 4th Industrial Revolution. 

Marketing Automation Trends to Watch For in 2019

Automation has always had a big role in marketing. From the very beginning, automated technologies and the artificial intelligence (AI) that power them have been used by companies like yours to provide a better customer experience.

In 2018, the key developments in the consolidation of technologies, with many companies acquiring the programs and systems they need rather than develop them internally. Some of that will continue. Marketing automation is technology-heavy and in many cases, it is cheaper to buy new tech than create it - but that is only scratching the surface of what is happening in marketing automation for 2019.

More Personalization

One of the biggest buzzwords out of the marketing world in 2019 is "personalization." Until recently, this term was used to mean the way a company can deliver a more personalized experience to its customers, such as automatically sending out emails that correspond with each buyer's shopping tendencies, highlighting specific products when a customer visits your website, and so on. According to MailChimp, this type of customer segmentation has open rates that are more than 14% higher and click-through rates that are almost 101% higher than marketing efforts that are not so differentiated.

In 2019, personalization is expanding to inbound content.

Inbound content has historically been one of the best ways for a company to attract website visitors. A closing on each article with a call-to-action was the gold standard for compelling people to stick around, contact the business, or buy a product. Content is still big, but now it is getting a makeover thanks to personalization. New systems allow specific content to be tailored to buyer demographics as well as shopping behavior. For example, a work from home mom who clicks on a link for "spring styles" is going to see the type of outfits she tends to wear, say maybe jeans and leggings, while a professional woman is going to see more business casual clothing and suits.

Predictive Lead Scoring

Predictive lead scoring is also gaining traction. Companies are using data analytics and AI to take traditional lead scoring models to the next level. In earlier evolutions of lead quality evaluation, the most relevant factors were selected by people and thus, subject to human error. Big data is making it possible for organizations to look at sales and evaluate all the factors that correlate with sales conversion, from basic demographic information to minutia that a human evaluator would likely miss.

Powerful and effective, new scoring models not just identifying more casual relationships, but they are helping companies uncover customer bases that had previously been overlooked and identify new opportunities.

Fewer Forms

Customers like a personalized experience, so you can expect automation to infiltrate other areas that are normally more standardized, like filling out forms.

"Forms are used to collect data about prospective customers. But, forms are passive, and people avoid filling them, especially since they're mostly using their cell phones to surf the net," explains Contentworks. "Forms can be replaced with chatbots, which use artificial intelligence to have a conversation with website visitors." Newer systems could allow this to happen over text or through speech. Either way, your company can use that chatbot conversation to collect information about your customers while highlighting key aspects of your brand, such as your company culture or products.

In addition, chatbots will change how customers interact with your brand when they have a question or concern. Traditionally, a shopper would need to go to your website, click on a "contact us" button, and route their own query by saying what their issue concerns. This is another type of "form" and it is rapidly becoming passé. In 2019, chatbots are collecting all that information, then routing the issue to the appropriate person or solving it without human assistance. It's a game-changer and one of the key ways that early adopters can differentiate themselves from other companies.

Illustration showing key elements of GDPR (effective 25 May 2018) - DPOs, Compliance, Data Breaches and Personal Data (

Data Security

Last year was also the year of GDPR - shorthand for the EU's General Data Protectionism Regulation. This data security standard covers the methods companies must take to safeguard data and the steps they must take after a data breach. While the GDPR went into effect in May 2018, companies should be aware that any market automation efforts will have to remain in compaliance with the EU regulation.

Technology and Integrations

According to Forbes, around 87% of retailers believe that having an omnichannel strategy in place is important to their success, yet only 8% of respondents offer their customers an omnichannel experience. Expect that to change in 2019.

Historically, technology has been the biggest hurdle to making omnichannel a reality. Only the biggest companies with the most resources were able to sync the information they learn from customer buying behaviors with the emails they click on, their browsing histories, and their mobile shopping tendencies. Omnichannel marketing was expensive to set up and manage, but that was then.

More and more marketing tools are becoming capable of consolidating information, delivering a cohesive marketing message across channels, and analyzing the success of those efforts. For example, Adobe uses Marketo technology (a recent acquisition) to integrate email marketing with social media efforts and generate personalized content that gets clicks, then they generate analytics to continuously hone their approach.

Key Trends

Personalization: Connecting Content & Data—Ethically (CMO.COM)

  • Companies in 2019 will work on building agile marketing execution models in which cross-functional teams can experiment, leveraging the data and technology stack to capture value.
  • New laws such as GDPR—plus California’s privacy law, which comes into effect in January 2020—means marketers must be focused on ensuring ethical data collection practices and earning consumers.
  • American companies will begin preparing for the CCPA during 2019.

Account-Based Marketing In B2B To Hit New Highs (CMO.COM)

  • Sales and marketing executives need to align teams, technology, and governance models around a strategic set of target accounts.
  • Sales cycle length, customer retention of exposed accounts, and strategic accounts engaged are just some of the measures of success for ABM in 2019.

Video Ads Will Continue To Grow (

  • As consumers spend more time on their smartphones watching videos, advertisers are expected to spend $20 billion on mobile video in 2019 (up from $2 billion in 2015), and video is expected to account for 85 percent of total Internet traffic by 2019 (both live video and video ads).

During 2018, 65 percent of ad impressions on Instagram were the result of video content, and this is expected to grow even further. 

Messenger Ads and In-App Ads are on the Rise (

  • The top APAC chat apps are already ahead of western developers in using messenger ads to reach audiences. In South Korea, a country of 50 million, KakaoTalk counts 32 million local users who spend an average of 850 minutes on KakaoTalk per month.
  • 55 billion messages are sent via WhatsApp every day.
  • In 2019 the number of apps using in-app advertising will grow by 60 percent as advertisers increase conversion rates with these captive users.

Macro Trends: APAC App Ecosystem Expands into Europe and U.S. (

  • In the global mobile ecosystem, Chinese and other APAC-based apps from chat to mCommerce began to soar through the ranks of the U.S. and EU app stores in 2018. Discounts, seamless payments and customer service were driving factors in APAC apps gaining traction in global markets.
  • Traction will continue to grow, and with it, new concepts being introduced by APAC to western markets like social commerce are expected to rise with social media and campaigns in 2019.

OTT and connected TV seek starring roles in ad budgets (

  • While over-the-top streaming and connected TVs have forever changed how consumers watch movies and linear programming, advertisers are still trying to determine the best ways to reach viewers and wondering if the scale of broadcast TV can ever be replicated. Answering these questions will be top of mind in 2019 as cord-cutting continues.

People are putting more trust in others they know and reputable content, not ads. (

  • 30 percent of all internet users are expected to be using ad blockers by the end of this year, meaning traditional ads now won’t even reach 30 percent of possible target audience members.

Understanding how the customers communicate will be vital. (

  • Close to 50 percent of all searches will be made through voice search by 2020.
  • As adoption becomes more mainstream, brands will move from gimmicks to finding ways to add real value to consumers lives. By 2020 it’s predicted that every major brand will have a voice strategy baked into its marketing plans, so time for us all to get thinking.  
  • A report by Slyce revealed that 74 percent of shoppers found text-only searches to be insufficient when searching for products

The rise of UX Writing (

  • UX writing can be distinguished from copywriting by its lack of focus on selling; instead, the UX writer seeks to guide a user through a website, app or product in a clear and delightful way.
  • In 2019, expect to craft messages that do more than sell; write to guide, write to motivate, write to delight.

Mobile will become supercharged (

  • Won’t kick in until the end of 2019 when the first networks will start to roll out their fifth generation mobile technology; 5G is going to be the rocket fuel we’ve all been waiting for from a mobile data point of view.
  • Brands will be more ambitious and creative with their plans, confidently bringing mobile content to the fore.

Love thy neighbour (

  • Unlike any other time in recent history, the threat of global conflict looms heavy; from the Middle East, Russia, Korea and China. The arguments, the uncertainty and the political jockeying are not going to abate anytime soon, which provides an interesting opportunity for brands. Read: Not necessarily political stance but an emotional one.
  • 88% of people felt the need for unity and 60% thought brands could help achieve this.


Marketing automation is changing in 2019. Personalization and chatbots are becoming necessities while influencer marketing is getting a makeover and omnichannel efforts are becoming more attainable and more unified than ever before. Companies looking to use marketing automation should take note and look into ways to apply new technologies to their businesses - before one of their competitors does.

An Integrated Marketing System

Many organizations focus on individual media and technology platforms rather than approaching marketing as a whole. They concentrate on silos, instead. The truth is, marketing is a system -- an interconnecting network of small components, where individual marketing elements work together in unison. Here are some of the benefits of approaching marketing as a system.

Working in silos could result in duplicated data and errors. This is because data is spread across several locations, making it difficult to pull and analyze.

"Silo marketing can reduce the efficiency of a company's communications," says The Houston Chronicle. "Sheer volume leaves each channel competing for consumers' attention. Thus, the impact of each channel's message drowns in the collective roar.

A marketing system, on the other hand, gets more powerful over time. This system collects valuable real-time data that you can use to improve engagement and execute your workflows.

Why Marketing is More Interconnected Than You Think

Different marketing methods serve different purposes, but they are all part of something much bigger. Individual marketing elements should work in harmony to achieve a common goal. A marketing system combines all of these individual elements and provides organizations with actionable insights into their customers, and campaigns. It utilizes technology, data, and automation to execute these insights flawlessly.

A marketing system will introduce controls, workflows, procedures, and key performance indicators to your organization. It will enable the organization to scale and make sure all of the stakeholders within the organization are on the same page. Using the latest marketing technology, this system will also improve collaboration across different departments. There will be one centralized system, not several individual silos.

"Centralized data is easier for teams to work with," says Data Science Central. "All of the authorized people have access, and the data is readily available and can be updated and changed as needed. It makes the whole collaboration process so much smoother."

Linear workflows are no longer thought as the rule but rather as the exception, is simply not the way consumers behave. As technology evolves, marketing is becoming increasingly interconnected. Approaching marketing as a system will enhance sales and revenue, increase consumer trust and help track customers at all the different touchpoints.

System Levers

Levers are crucial components of a big marketing system. Unlike silos, levers provide a marketing system with agility.

Organizations use levers to fuel their campaigns and get insights into their customers in real time. These metrics provide organizations with valuable intelligence for solving problems and forecasting future trends. You can discover what your customers really think about you at various points in the sales pipeline, for example, and collect data from a range of sources for more detailed insights.

A Single Source of Data

A marketing system provides a single source where data is reliable and consistent, which improves transparency, accuracy, and business intelligence. This system will continue to evolve -- it constantly captures and analyzes data, which makes insights more accurate over time. Machine learning and artificial intelligence (AI) facilitate this process even further.

But what can you do with all this data? A data-driven marketing system, among other things, will help do the following:

  • Harness your existing business data: Utilize the existing data in your organization for better personalization and engagement, which will fuel your future campaigns.
  • Deploy marketing solutions throughout the customer journey: With a centralized marketing system, you can deploy marketing solutions at every stage of the customer journey. This can maximize your ROI.

Here are some of the benefits of a marketing system:

  • Proper attribution: A marketing system provides you with greater insights, so you can attribute value to your campaigns. Find out which campaign elements make the most impact, for example.
  • More visibility and control: A marketing system and its levers let you navigate your market in real time. You have greater control and more visibility into your marketing campaigns.
  • Turn your insights into money: A marketing system provides you with insights that you can use to increase revenue, boost sales and save money in your organization.

Here at One12th, we build Systems of Engagement, Systems of Intelligence and Systems of Record. We'll be happy to discuss how a systems approach can benefit your organization. Schedule a call to talk to one of our Marketing Systems Specialists today. 

Slack, an Automation Tool

Slack continues to be one of the communication tools of choice for companies worldwide and their marketing teams, and for good reason. With Slack, you can communicate across teams in a variety of ways and even automate your marketing. It's popular with a variety of companies, including LinkedIn and Salesforce. As of 2018, Slack has grown to 8 million daily active users and is used by 500,000 organizations (up from 6 million daily active users and 50,000 teams in 2017). This cloud-based tool makes collaboration simple so you can improve your workflows. As an incredibly flexible and highly customizable tool, Slack is helping businesses and their marketing teams take control of their workflows via automation. Here's how:


Every marketing team has key performance indicators (KPIs) to follow and meet. But ensuring those KPIs are actually being met requires generating reports and often sifting through large sets of data. With Slack, you can automate this process.

For example, you can share the latest metrics with your marketing team by creating a custom slack solution that integrates reporting to automatically generate critical reports daily, hourly or the timeframe of your preference. These custom-built integrations can help you stay abreast of changes, trends, and traffic in real-time so you can make sure your team is hitting key metrics.

It's important to note that reporting not only makes catching issues feasible but it is a way to find marketing opportunities in real time, too. Thus, once issues are discovered, you can work together with your team to act on the information provided from these insights. For example, if you discover your conversion rate is declining due to a UX issue, you can quickly communicate with your UX team via your slack channels about any required changes they need to do in order to fix the issue.

Content Calendar Updates

Being on top of your content marketing is essential for managing an important part of your inbound marketing. However, updating your calendar based on new emails that flow in or one-off instant messaging chats you receive per occurrence can become repetitive. It can also be ineffective if you aren't updating your calendar as the information comes in since you can easily miss important dates. But with Slack, you can automate calendar updates. For example, you can create a custom solution to automate reminders for your editorial calendar events on Google using Slack integrations.

Slack also provides a way for teams to visualize content and receive notifications for important updates to your editorial or content calendar. For example, you can help your marketing team quickly visualize the tasks that need to be completed on your content calendar by integrating it with your calendar and creating a custom Slackbot that automates notifications for calendar updates.


Achieving customer success means everyone on the team needs to be up-to-date on each step of the customer's journey. With Slack, you can achieve customer success by automating your sales workflow process. One of the key issues with ensuring that prospects transform into paying customers is the follow-up. Follow-up requires nurturing your potential customers. However, your marketing and sales teams aren't robots (yet). They can't be available at any given moment every time.

But with the help of Slack, automating this part of the sales process is possible. For example, marketers can have custom solutions made, such as chatbots, that integrate with Slack, to communicate with customers in real-time. These chatbots can automate the sales process by automatically filling out information in the sales database on behalf of the customer. These dynamic software applications can also set up reminders automatically to follow up by specific dates so that marketing and sales team members know when to reach out to the lead without overwhelming her. Also, these team members can easily pick up where another team member left off by accessing notes the chatbot may have automatically generated based on its conversation with the prospect.

Slack's deep integration with Salesforce also makes it possible to nurture prospects and access information quickly. For instance, you can use the Salesforce integration to link your Salesforce records to Slack channels. This makes it easy to communicate with team members about updates to a lead's contact information or opportunities to further nurture a lead.

Final Thoughts

When you want to take your marketing to the next level, it's important to integrate solutions that facilitate automation. Slack helps you to streamline your workflows with automation so your marketing teams can be more effective and productive. It starts with a problem, followed by a solution, and culminating on a beautifully crafted tech integration. Go forth and integrate, your team will thank you for it.

What Are The Top, Most Advanced, Customer Journey Analytics Tools Out There Right Now?

“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” Jack Welch

As we rapidly approach 2019, it is critical that you make customer experience a top priority. In order to better understand these experiences, you must dive deeper into your customers' journey.

When you truly begin to understand your customers' behaviors, you can then develop a more strategic marketing plan. In turn, this will help you not only elevate the customer's experience but also increase your ROI. To assist your efforts, you need to hone in on productive, insightful analytics tools.

6 Customer Journey Advanced Analytics Tools To Consider for Your MarTech Stack

If you have recently made it your mission to map out the "customer journey" associated with your company, then you need to focus your attention on advanced analysis. Only then can you truly uncover the sophisticated behaviors and interests of your customer base.

Here are some of the top customer journey analytics tools available, all which offer their own unique features.

1. Google Analytics 360

Google has been a leader in relation to analytics, showing us that the more you know about your customers, the better equipped you'll be to make beneficial decisions. Google Analytics 360 was developed in order to help you "connect the dots." More specifically, this tool will allow you to link your offline and online information, helping you better understand user behavior.

Regardless of the industry, this analytics tool will provide you with a deeper understanding of your customer journey so that you can provide the best possible customer experience and more importantly, drive results. In fact, Google offers unique machine learning capabilities that will help you discover new insights (i.e. which customers are likely to convert).

The core benefits of Google Analytics 360 include:

  • The ability to see the complete picture, seeing how various channels impact your sites and/or apps. You can also easily connect other systems in order to measure point of sale, CRM, etc.
  • The capability to connect with Google's advertising and publisher products, such as Display & Video 360, AdSense, AdMob, Google Ads, and Ad Manager. You will also be able to share large amounts of data in an instant while using Google's configuration APIs. Google Analytics 360 also supports Javascript libraries, mobile app SDKS, and other collection APIs. Read more about these features here.
  • What we love about Google 360: Endlessly customizable, although it can be overwhelming at first. Natural progression from GA.

2. Heap Analytics

Known as the "new standard in tracking customer data," Heap Analytics automatically captures all interactions. Whether they be mobile, web, or cloud interactions, including events, clicks, emails, and more, you can now effectively and easily analyze your data without having to write any code.

In turn, you will be able to effectively measure the impact of each and every interaction. This is particularly true in regards to customer behavior, as you will be able to analyze and use data to increase conversion rates, better understand your users, and increase your overall revenue.

Overall, the core benefits associated with this tool include:

  • The ability to save time while increasing operational efficiency. Without needing any additional code, you can capture every interaction from your website or mobile app.
  • Access to retroactive data, allowing you to make better decisions. You can also capture on-page data via snapshots, enriching your datasets with ease.
  • The option to enrich data using third-party apps, including but not limited to A/B testing tools, payment processors, marketing automation tools, and CRMs. Cloud apps can also be integrated with just one click, including Stripe, Salesforce, and Shopify.
  • What we love about Heap: It allows for retroactive set-up of events. Mapping of events is extremely easy.

3. Woopra

Trusted by more than 5,000 of the world's most innovative companies, including WordStream and Hewlett Packard Enterprise, Woopra is known for its analytics, supporting marketing, sales, product, and support teams.

The benefits associated with this tool include:

  • Real-time analysis on an individual basis. You will be able to see how is interacting with your site, who is opening emails, who is making payments, and more. Helping you tie all of your data points together, will help you understand the customer journey and customize funnels accordingly.
  • In addition to retention reports, trend reports, journey reports, you will be able to create dynamic segments of users based on the criteria you choose. Woopra's visual interface showcases highly robust segmentation capabilities so that you can better understand various customer groups.
  • What we love about Woopra: CDP + Automations with a big library of integrations out of the box.

4. Yandex Metrica

The goal of Yandex Metrica is to help you better analysis both the intent and behavior of your users. Offering some unique and innovative features, you can take advantage of powerful segmentation and tagging capabilities. These features surrounding customer behavior include:

  • Accurate session replay, which helps you understand why a conversion was lost.
  • Click heat maps, which allow you to see exactly what your customers are clicking on so that you can better examine behavior patterns.
  • Form analytics helps you detect the pain points of your customers. In turn, you can see which form isn't performing as it should within a form-funnel.
  • What we love about Yandex Metrica: Great complement for GA. It allows to zero in on individual user's activity.

5. Indicative

Developed with product managers, marketers, and analysts in mind, Indicative will allow you to understand your customers are people, not as data. Connecting your data sources, this tool delivers a complete view of your customer. Whether you would like to optimize marketing campaigns or customer acquisition, Indicative provides you with the insights you need. Best of all, the standard version is free.

Benefit from:

  • The ability to segment customers in order to learn about different groups (i.e. how they interact with your product(s)). Then, identify behaviors that result in higher conversion rates before analyzing the impact of your A/B tests.
  • The opportunity to identify and eliminate points of friction across various segments. This will allow you to maximize your campaigns, as you're able to "slice" your funnel to compare various paths. Learn more about the unique features offered here.
  • What we love about Indicative: A robust platform for advanced segment analysis.

6. Pendo

As they saw over at Pendo, "we make software lovable." Like the above tools, you will be able to access robust product analytics without coding. There are many features associated with this tool, including funnels and journeys. Surveys and polls, user segmentation, product analytics and more.

This tool can help you:

  • Segment users for targeted messaging, allowing for more personalized engagement.
  • Benefit from a wide range of integrations, including everything from Wordpress to BigQuery.
  • What we love about Pendo: Incredibly dynamic tool for the analysis and execution of insights.

Better understand who users engage with your product(s). Whether you want to know which features drive engagement or view historical trends, all of this becomes possible -- and much more

The Hottest Digital Marketing Trends in China Right Now

China is a digital marketing powerhouse. It boasts the world's second-largest search advertising market and spends more on digital advertising than Japan, Australia, Indonesia and South Korea combined. With the world's largest population -- more than 1.4 billion people live in the "Land of the Red Dragon" -- breaking into this market could prove lucrative for your organization. Here are three of the hottest digital marketing trends in China right now.

1. China is a Global Player When it Comes to Voice Marketing

Chinese brands have invested heavily in voice marketing technology in recent years, and experts predicted that the country's intelligent voice market was worth more than 6.21 billion in 2015. Millions of consumers across the country use their smartphone to search for goods and services with just their voice.

"One of the obvious reasons for more rapid adoption is the complexity of the Chinese alphabet," says Eye for Travel. "With thousands of individual characters, typing on a small screen is rather more difficult than for those using the 26 letters of the Latin alphabet."

While intelligent voice assistants like Alexa and Siri dominate the U.S. market, innovations like Baidu's Raven H lets Chinese consumers access information with simple voice commands. Raven H looks nothing like the Amazon Echo or Google Home -- it's essentially a stack of multi-colored squares.

As more people in Beijing, Shanghai, and Shenzhen purchase smart speakers and voice-enabled mobile devices, expect China's intelligent market to grow even bigger in the next few years.

2. Artificial Intelligence Marketing in China is Booming

China uses more artificial intelligence (AI) devices than any other country in the world, according to a recent report. Twenty-one percent of the country's population already has an AI device like a home robot or autonomous car and 52 percent plan to buy one in the future. In the United States, only 16 percent of people own an AI device.

The booming AI market has prompted Chinese marketers to engage with consumers in new and exciting ways. Marketers here use the latest AI technologies to personalize communications and offer customers unique interactive experiences that increase brand awareness.

Take AI apps, for example. Customers can immerse themselves in virtual environments where they can learn more information about a brand's products and services.

3. Search Engine Optimization Still Dominates

China has the world's largest online population -- around 772 million and growing -- which proves profitable for brands who break into this market. Despite recent technological innovations like voice-enabled devices and AI, search engine optimization (SEO) is still one of the most popular (and powerful) digital marketing methods here.

Although SEO is a little different to the US and other Western countries, the process is essentially the same. Websites that rank the highest on search engines like Baidu, Sogou and Qihoo 360 generally receive the most traffic. Marketers optimize sites in order to increase their position on search engine results pages.

One of the biggest differences between SEO in China and SEO in the US is mobile search. Mobile device owners in China make up the bulk of search users, with 88 percent of the online population searching for information through their smartphone or tablet.

Want to grow your organization's impact in China? The three trends on this list are a great way to generate leads and improve brand awareness. Use voice search marketing technology to target potential customers, AI to enhance the customer experience and SEO to move buyers through your sales pipelines. Expect these three trends to keep dominating China's digital marketing landscape over the next few years.

3 World Cup Digital Marketing Campaigns That Scored

The FIFA World Cup is not only the world's biggest sporting competition, but it's one of the biggest events in the marketing calendar. Every four years, the biggest brands think up new ways to engage with customers on digital platforms. This time around, marketers didn't take their eyes off the ball. Here are three of the best marketing campaigns and social media posts from the 2018 World Cup.

1. Nike

Nike's tailored-made their Risk Anything campaign for the 2014 World Cup. It was so successful, the sportswear brand brought it back for this year's competition. The omnichannel campaign, which spans television, radio, print media and online advertising, features the world's most famous soccer players in risky situations on and off the pitch.

The hashtag #RiskEverything started trending back in early June before the World Cup kicked off. Since then, the campaign has generated 6 billion impressions across various channels and more than 240 million views on YouTube and other video platforms, making Nike the most-watched marketer in the World Cup.

Why does this campaign work so brilliantly? Aside from all the star power -- soccer superstars Cristiano Ronaldo, Wayne Rooney and Gerard Pique have all appeared in the campaign -- Nike resonates with soccer fans by creating emotionally-charged narratives. Risk Everything features soccer players overcoming the biggest challenges in the beautiful game.

Perhaps Nike will bring this ever-popular campaign back for the World Cup in 2022.

2. Coca-Cola

For a fresh take on World Cup marketing, look no further than Coca-Cola, who created a campaign that tugged at the collective heartstrings of soccer fans around the world. After Iceland's surprise performance in this year's tournament -- the country, with its tiny population of 330,000, managed to make the group stages -- Coca-Cola thought the time was right to celebrate the team's achievements, so they asked goalkeeper Hannes Thor Halldorsson to direct and star in a slick new ad.

The promo, which aired throughout the World Cup, quickly generated social media buzz and has been watched more than a million times on YouTube alone. Like Nike, Coca-Cola creates an emotional connection with its audience and spins a narrative of overcoming the impossible.

"Coke has helped to pump up the Icelandic side though, with a magnificent advert," says Irish media company "They've put a twist on the infamous 'Viking Clap' which made the Iceland fans famous in France. Using snowboarders, fishermen, welders and, of course, the team."

3. Aldi

British retailer Aldi stole the spotlight when it announced it was closing its 700 stores early on Sun. June 15, 2018, if the England national football team made it to this year's World Cup final. The reason? Employees wouldn't have to work and could watch the game from home. The company posted the news on its Twitter account, and it got everyone talking about the brand's act of kindness.

With more than 3,000 retweets and 10,000 likes, Aldi's tweet made its mark on the British public and, as a result, the retailer increased traffic to its website.

Despite Aldi's promise, their staff did have to turn up to work in the end. England lost 2-1 to Croatia in the semi-final of the competition.

The three companies on this list have moved the marketing goal posts. Utilizing digital platforms like YouTube and social media, Nike, Coca-Cola, and Aldi have created memorable World Cup campaigns and social media posts that increased brand awareness and moved customers through their sales pipelines. These brands definitely scored!