Marketing Analytics

Marketing Analytics
• discipline based on mathematics
• seeks to find patterns in your marketing data.
• Helps to increase actionable knowledge that can be used in your marketing
strategy.
• It helps to improve the marketing performance.
• Analytics employs statistics, predictive modeling, and machine learning to
reveal insights and answer questions.
• In the world of digital marketing, analytics is critical to understanding marketing
impact and predicting marketing trends, user behavior and optimizing the user
experience (UX) to drive sales.
• Examples: batting averages, and life insurance policies are all the result of
analytics.
We are living in an age of accessible data
 What kinds ofproducts your customers buy ?
What age groups tend to visit your site most
frequently ?
We can break this data down, all the way to
the individual level..
In the end, it is not the data that matters, but what we can do with it.
The power is in data aggregation and interpretation, the framework of
a process known as Marketing Analytics
Purpose of Marketing Analytics
We have the 2 main purposes of marketing analytics:
1. To gauge how well your marketing efforts are performing,
measuring the effectiveness of your marketing activity.
2. To determine what you can do differently to get better results
across your marketing channels.
Why Marketing Analytics matters?

• Quantify claims:
• clearly demonstrate that something is or is not working, but also why. And with
that "why," we can convince people to make a change.
• Turn data into information:
• For example: at the beginning of your PPC campaign, your revenues was around
$10,000 per month. After your first campaign, your receipts are up to $15,000 per
month. Should you invest in that same ad again?
• Compare and contrast your marketing data
• How did the paid search, social media marketing or organic search income
compare to estimates?
• Were there any differences in revenue generated across demographics?
• How did the ROI on PPC campaign compare to the ROI on the Facebook
ad campaign?
• Stay goal-oriented
• Every one of your marketing pieces has a goal, whether it is increasing
sales or simply driving more traffic to your company website.
• If we found that our ad had a great click-through rate, but
homepage bounce rate was high in this case the PPC campaign was
not the problem, but without good analytics, you never would have
known.