The key performance indicator for any Marketing Department is "does our marketing activity generate more money than it costs?" Today’s marketing departments have a much larger remit due to the explosion of the internet. The marketing department is not just responsible for traditional offline marketing material such as magazine advertisements; brochures etc, but are also responsible for all online marketing media. This is typically a confusing technical world of different protocols and abbreviations. The Itility solution provides a simple and straightforward set of tools to take care of all this.

Digital Marketing, whether online, through e-mail or by SMS, clearly offers a very powerful opportunity to win new customers for your business and improve relationships with existing ones. The ability to cost-effectively communicate with mass audiences whilst profiling and tracking the response to individual campaigns has created huge amounts of interest over the past decade, with businesses investing heavily to try and capitalize on the power of this new channel. However, this has not always been met with the return you would expect, and that can largely be attributed to the fact that the individuals governing the campaign process are not marketing experts but I.T. professionals. The Itility Campaign Management service enables marketing people to create, send and track the success of all digital marketing campaigns, across the web, email and mobile media.

In addition to providing the tools to make the most effective use of the internet from a marketing perspective, every Itility solution can be seamlessly integrated into the Sales solution, giving marketing departments the ability to measure and report on real Return on Investment. An Itility sales and marketing solution enables the marketing team to analyse the real value in revenue for each marketing activity. We can track where a prospect to your website has come from (search engine, pay per click, etc) and then track this activity through to the sales team and report on whether the lead was successfully turned into a sale or not. Website analysis tools can currently track where user came from and even in some cases if they have requested more information, but Itility is unique in the way that our solution integrated together the two departments enabling complex visibility on the complete journey of a prospect from marketing catch through to successful sale.