Marketing Automation Helps to Increase Sales

How to increase sales through marketing automation? How to motivate a user, who entered the site of an online shop, to make a purchase? These issues were discussed at a regular research seminar of the GAMES group where Dmitry Sergeev, the founder of Carrot Quest company, was a speaker.

Carrot Quest helps online shops and services to increase first and repeated sales through automation of marketing and communications based on the data about site visitors. At the seminar, Dmitry told how the service works, what data they collect and which models they use for analytics.

In order that an online shop visitor reached his goal – to receive his order and to pay for it – he or she must do a lot of actions. One may say that he or she falls into a certain “funnel” which gets narrower with each subsequent step. According to Dmitry Sergeev, the most difficult is the “last mile” from ordering to payment. It requires an optimization of many processes and integration with CRM-systems.

Systems of marketing automation such as pop-up windows, messages in chat, e-mails, SMS, phone calls, are involved to help a user to pass all the “funnel” and to reach his or her goal. But which type of communication is the most effective? For each segment of users in each certain situation it will be different: it is necessary to collect data on visitors’ behavior and then to analyze them.

One of prerequisites for marketing automation is that much manual labour appeared: it is very difficult to work with huge massive of users constantly. The more is the number of users, the more difficult is doing the marketing; that is why it is necessary to automate certain scripts for every segment of visitors.  Our task is to collect all the data in one place, so that we could manage them conveniently.

Dmitry Sergeev 
the founder of Carrot Quest

Data about all actions of a user on a site are gathered together, each visitor’s card is updated in real time. The data collected can be analyzed on whatever big number of parameters: you can assess the behavior of users who did make a purchase and who did not, and based on this information you can make a conclusion on how to optimize your marketing and which ways of communication should be involved. Then a script is created which is realized automatically afterwards: for example, letters are sent to those users who did not attend the site for 30 days or to those who did not confirm their orders within three days.

The paper by Carrot Quest’s founder arose a keen interest of the GAMES seminar participants as the significant part of studies in the Group is connected with analysis of consumer’s behavior and with using these knowledge in order to increase the performance of these or that processes in companies.