Better Together: Combining Marketing Automation and Analytics

June 29, 2015 | Admin

Last updated on April 24th, 2020

Kevy- marketing automation and analyticsThe evolution of marketing is a rollercoaster of tools, trends and technology changes. From the first advertisements to real-time behavior based triggers, marketing is constantly evolving.

There are two especially notable periods in marketing history that had the largest influence on ecommerce marketing: the digital age and the age of inbound marketing. From this progression came a powerful combination of marketing automation and analytics that has opened the door for progress and growth – especially for B2C marketers. Check out this timeline:

The Digital Age: 1973-1994
  • 1973: The first hand-held mobile phone call is made by Motorola researcher, Dr. Martin Cooper
  • 1981-1984: IBM introduces the first personal computers
  • 1984: Apple launches the Macintosh
  • 1986: ACT!, a customer management company, introduces the first database marketing software to the business world
  • 1990-1994: TV displaces print as the biggest ad medium
The Age of Inbound Marketing: 1998-Today
  • 1998-2000:  A substantial number of businesses in Western Europe and the United States build out their first ecommerce websites
  • 2003-2004: Social Media bursts onto the scene
  • 2005: SEO becomes a main focus. Google begins showing personalized search results that are based on past search history
  • 2007: Marketing companies like Marketo, Pardot, and Act On offer marketing automation for B2B
  • 2011: Inbound marketing costs 62% less than outbound marketing
  • 2014: CMOs spend more than CIOs on technology, behavior-based marketing comes on the scene
  • 2015: Companies like Kevy launch marketing automation for B2C

Two Types of Marketing: Automation and Analytics

Robert Shaw has been referred to as the father of marketing automation after developing several database marketing solutions which introduced automation and analytics features to optimize daily marketing efforts. Automation and analytics have come to be the 2 most important aspects in a well implemented marketing strategy.


Shaw believed that marketing and IT should be interrelated to improve efficiency. He spent much of the past 20 years doing extensive research on the uses of technology in the marketing industry and has defined many best practices.

Automation enables you as a marketer to trigger email sends, segment lists and provide highly personalized content. It has been a game changer in getting a better handle on knowing your customer and personalizing content to each individual. It was the first technology built by marketers for marketers.


Shaw was also influential in identifying the need for marketing to be more measurable in order to improve overall results.  He continues to research and define best practices for this today.

Having detailed reports and data at your fingertips enables you to easily see what is working and what is not. From there, you can adjust your approach and test new channels. Using this data can help you bring in more revenue for your business.

The Problem

Although there are hundreds of marketing applications to choose from today, not many provide you with automation AND analytics in one place. Marketers like yourself are now faced with a challenging decision and you may feel stumped on which tools to incorporate into your business.  You ask questions like: “do I have a big enough budget to implement 2 different tools?” and if not, “which is more important and will deliver meaningful results?”

96% of marketers said that a fully integrated marketing technology would have a positive effect on their goals, and 88% said it was crucial in helping them continue to innovate, which leads me to our next topic…

The Solution

Marketing automation has been widely accepted in the world of B2B, but limited for B2C businesses. eCommerce companies are forced to manage dozens of cloud apps. Marketing alone offers apps for pop-ups, email marketing, cart recovery, analytics and hundreds more.  That is why the next step in the marketing evolution is going to rest heavily in the development of platforms that combine these tools into a highly intelligent, unified platform.

That is exactly what Kevy set out to do. We realized early on there was a gap in ecommerce marketing, especially when it came to marketing automation and analytics. On one side of the aisle was reporting and analytics. Highly robust, but doesn’t answer the question ‘now what?’, what actions can you take on the data it provides?   The flip side of that coin is email marketing. Powerful and often the number one greatest revenue driver for ecommerce outlets. But this is only one part of the marketing puzzle. Without personalization or reporting to show you what is or isn’t working, email marketing alone falls short.

So Kevy combined these two and added features on top so online retailers can create highly personal marketing efforts that not only engage customers, but provide a single platform to manage every effort.

What we offer:
  • Reports based on:
    • Products by day
    • Sales by product
    • Top products
    • Bottom products
    • Orders by day
    • Orders by time of day
    • Order revenue by day
    • Visitors by day
  • Automated marketing features:
    • Segmented dynamic lists
    • Personalized pop-up offers
    • Behavior-based triggers
    • Automated email sends
    • Customized pop-up offers for onsite conversions

Interested in learning more about how you can get to know your customer and grow your revenue? Let us know – we would love to show you more about how you can combine marketing automation and analytics for your business: