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SOURCE Lattice Engines
Independent benchmark study highlights the need for better accuracy and predictability for more effective lead scoring
SAN MATEO, Calif., Oct. 22, 2013 /PRNewswire/ -- A new report released today by Decision Tree Labs and Lattice Engines reveals the barriers to data-driven marketing that marketers face. According to the study, titled Benchmarking Marketing Automation: The Shift Toward Next Generation Lead Scoring & Segmentation, the biggest gap in marketing today is the inability to predict outcomes. Marketers are looking for improvements in the accuracy and predictability of their lead scoring programs to make them more effective. The study surveyed 250 marketing professionals at companies of all sizes to uncover the challenges they face in data-driven marketing and effective lead scoring and segmentation today.
A growing number of companies are lead scoring, or ranking leads based on fit and behavioral activities, but the challenges of having the right tools and defining a good lead are still holding many back
Marketers give their current lead scoring programs low marks; they do not have insight into buying behavior and are not confident in the quality of their prospect data
Predictive modeling ranks at the top of what marketers need for effective lead scoring, yet it's missing from lead scoring models today
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Additional information on the survey
About Decision Tree Labs
Decision Tree Labs is a custom research firm focused on helping companies identify opportunities and gather feedback and insights from specialized markets. Our research provides data points to help executives make intelligent business decisions and support business cases.
About Lattice Engines
Lattice delivers data-driven marketing and sales applications that enable companies of all sizes to predict and close their next customer. By combining every relevant buying signal in the world with advanced predictive analytics, companies stop guessing and start relying on data science in easy to deploy applications that anyone can use. Lattice's rapidly growing customer base, including Dell, SunTrust and VMware, uses its open and secure applications to generate 75 percent more pipeline, triple conversion rates and double win rates. Lattice is backed by Sequoia Capital and NEA with headquarters in San Mateo, CA. Learn more at www.lattice-engines.com and follow @Lattice_Engines.
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