This post was contributed by Pardot partner GoodData, a Gold Sponsor at the upcoming Elevate User Conference.

Last year at Elevate 2010, Pardot and GoodData announced they were joining forces to give Pardot users even more powerful reporting tools. Together, Pardot and GoodData have spent the last year creating an advanced reporting connector that gives Pardot users the ability to measure the true effectiveness of their marketing campaigns and contribution to the sales pipeline. At Elevate 2011, Pardot and GoodData are ready to show off their hard work on the Pardot Marketing Analytics experience.

First, a bit of background on what we have been doing for the last year. Initially, our intention was to have a limited testing period, followed by a release of the GoodData for Pardot Standard analytics during Q2 2010. However, the feedback from our early testers was clear: they wanted a seamless experience and they wanted more valuable data in the product.

Based on this feedback, we added some functionality to make the integration process a snap. We also added a significant amount of data, including custom fields for prospects and additional objects. Together, we decided to open the testing period up to a wider audience — our second testing cycle included over 150 Pardot customers. This longer testing cycle allowed us to gather more feedback, improve our integration, and prepare for a roll-out to the entire customer base. After much work and fine-tuning of infrastructure, Pardot and GoodData are pleased to announce that the Standard analytics product is ready for release and will be available to everyone, free of charge.

At GoodData, we have found that marketers are always looking for ways to stay one-step ahead — they are eager to manage by the metrics. However, the basic question we hear time and time again is always, “What do I measure?” We believe the Pardot Standard analytics project begins to answer that question.

“It’s amazing the insights marketers can glean about their marketing performance and ROI with just a bit of measuring,” states GoodData’s Senior Director, Powered by Partnerships, Cody Crnkovich. “We are providing the essential Key Performance Indicators to give Pardot users the best and most powerful analytics experience possible. We are excited to officially launch the Pardot Standard analytics product at Elevate 2011, and are even more excited to discuss the Premium analytics product to be available in Q1 2012.”

GoodData Pardot AppCompanies that focus on refining their marketing campaigns using performance metrics are continually going to be one step ahead of their competition. Creating and measuring results-oriented metrics allows business users to make quick decisions that directly impact their business. Now is not the time to be relying on out-dated Excel spreadsheets or the Magic 8 Ball to help you track the ROI and effectiveness of your marketing activities. As a marketer it is essential to measure your marketing performance against company goals. This process is simplified by tracking KPIs in visual, easy-to-read dashboards matched with powerful ad-hoc reporting capabilites for discovery and analysis purposes.

I hope you can join our session, “Getting More out of Marketing Analytics with GoodData,” for a live demonstration of Pardot Marketing Analytics. Attendees will learn tips, tricks and best practices for measuring Pardot marketing activity.

About GoodData
GoodData offers the world’s most powerful Cloud BI Platform, providing our customers and partners with operational dashboards, advanced reporting and data warehousing at a fraction of the cost and complexity of other approaches. GoodData is trusted by companies like Enterasys Networks, Capgemini, and Software AG, and embedded into offerings from cloud innovators like Zendesk, Get Satisfaction and Pardot. GoodData is headquartered in San Francisco and located in the cloud at http://www.gooddata.com.

Molly Hoffmeister

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