Full Circle Insights vs. Nielsen Marketing Mix Modeling

In full disclosure as a professional services marketing agency and consultancy, based on our very positive experience with Full Circle CRM, the robustness of their offering, and our ability to work together, we have entered into a partnership to provide implementation and consulting services in cooperation with Full Circle CRM. Rather than paint this review as biased, I hope that it provides insights into our decision to partner with an impressive and growing company.

Would be suited for simpler products with 1-2 KPIs, online-only, web-only, etc. Not suited for multiple KPIs that interact with customers through many tools, offline and online, and with both web and native apps.

Incentivized

• Easy to understand data model and attribution model
• Expert implementation support
• Connecting tools to Salesforce as single source of truth

Incentivized

• Access to FB impressions.
• TapAd device graph for stitching device ids to web cookies.

Incentivized

• We worked closely with the vendor to add functionality to their current release to allow us to track multiple separate waterfalls simultaneously in order to operationalize the new Sirius Decisions Waterfall model. With the needed changes, the product works as advertised, and is providing the specific results we anticipated. In 6 months, we have not found anything else that we would want to change.

• Missing timestamps of the touch points in the output (instead, they repeat the conversion timestamp for all touch points that preceded the conversion).
• Inflated clicks.
• No connectors to import cost from media partners.

Incentivized

Full Circle CRM has solved a major visibility problem for us that was the result of architectural differences between Eloqua and salesforce.com that cannot be solved by reporting alone. We rely on this visibility as much as the core systems themselves.

The vendor worked with us tirelessly, never complaining about our broken processes and bad data. In fact, they went above and beyond their responsibilities to assist us in the process re-engineering and the data clean-up

The instructor was the same person who guided our implementation so they not only knew their application but they were also familiar with our data and our specific configuration and processes within salesforce.com. They were able to provide customized instruction to match our needs and personnel.

When I look back at where we were on November 25th compared to where we were on January 25th, having been live for just one month, the difference is amazing. Our management discussions had already moved from discussing the validity of the data to the implications of the insights. As we approach the mid-point in our year, it is difficult to remember the old days when we could not see the road in front of us.

Full Circle's main competitors are standalone reporting tools which perform well and are a good first step into attribution. All tools require significant investment to improve your marketing data model and how you plan and execute campaigns. Full Circle is heavily married to Salesforce and takes advantage of Salesforce's reporting suite vs. visualizing in a standalone tool. This approach also works well if you prefer to visualize data in an alternative tool such as Tableau or Looker. The proprietary approach to visualization used by Bizible and BrightFunnel are less appealing to enterprise companies who are building a modern stack.

Incentivized

VisualIQ is 1 of 2 partners only that have access to FB impressions.

Incentivized

• Eliminated underperforming channels such as content syndication which accounted for up to 20% of spend
• Improved funnel velocity and inspection of Marketing to SDR handoffs
• Created an attribution model which provided better transparency to company leadership on marketing performance - unlocked more budget
• Good value product and ROI was positive within a year.

Incentivized

• We’ve been implementing for a year now and still not using the tool cross-functionally so probably $0 ROI at this point.

Incentivized