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Coremotives Connects the Marketing Dots

By Erika Morphy CRM Buyer ECT News Network
Dec 14, 2012 5:00 AM PT

CoreMotives, a Silverpop company, has launched a new integration that ties revenue-tracking capabilities embedded in its CRM system to the Ticketmaster sales application. The upshot is that teams that use Ticketmaster to market tickets can also easily track which campaigns actually led to a sale.

Coremotives Connects the Marketing Dots

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In short, it helps marketers easily connect specific digital marketing efforts to ticket sales, CoreMotives cofounder Rhett Thompson told CRM Buyer.

Most email marketing and CRM applications have tracking capabilities.

"With an email marketing system, you can see who opens an email or clicks on a particular link," Thompson said. "But the whole process is disconnected from the ticket purchase process because they are two separate systems. What we have done with this integration is connect the CRM system with the point-of-sale process."

Revenue attribution and being able to identify which marketing channels are having a conversion effect are important missing pieces in many sales and marketing applications, he added. CoreMotives is working on expanding its efforts in this area.

A Separate Offering

Silverpop acquired CoreMotives, a marketing automation platform that operates completely within Microsoft Dynamics CRM, in March of this year. It is a separate offering from Silverpop's flagship Engage platform, which features its own Microsoft Dynamics CRM integration. To be clear, Silverpop Engage does not include the Ticketmaster enhancement, while CoreMotives does.

The Ticketmaster enhancement is attracting the attention of many sports teams; Thompson said a handful have signed on for the application, including the New Jersey Devils and the Seattle Seahawks.

These teams all have the common goal of wanting to determine the ROI for a marketing initiative, Thompson explained. "This integration allows them to hyperfocus on the email marketing component of their efforts."

Typically a company might send many variations of the same email campaign. The integration embeds a Ticketmaster code in each email marketing blast so the team can track the revenue conversion cycle.

"At the highest level, a team can understand precisely which marketing initiative resulted in a ticket sale," Thompson noted.

Other Possibilities

CoreMotives is exploring similar POS connections in other venues. For instance, a retailer with a loyalty card program could construct a revenue-tracking trail, Thompson suggested.

A customer could get a direct mail piece or see a TV ad. The customer might do a search and find the product online but decide not to buy from the website.

"What he or she does next is go into a store to buy it," said Thompson, "and if they use their loyalty card when they buy it, all of that activity can be tied together by connecting the loyalty card to the cookies on the Web and the email address. That is a big value add for marketers."

Erika Morphy has been writing about technology, finance and business issues for more than 20 years. She lives in Silver Spring, Md.

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