Introduction to marketing analytics

1. Introduction to Marketing Analytics
Institute- University
School of Business
Department - MBA
Master of Business
Administration
MARKETING ANALYTICS (21BAT-757)
DISCOVER . LEARN . EMPOWER
Marketing Analytics

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2
CO
Number
Title Level
CO1 To define management and
marketing research problem.
Underst
and
CO2 To apply appropriate research
methods and methodologies for
marketing problems being faced by
the organization.
Apply
Course Outcome
Introduction to marketing analytics

3. Introduction to Marketing Analytics
Outline
 Traditional Marketing Principles
 Variety of Marketing Decisions
 How to solve marketing problems
 Meaning of Marketing Analytics
 Characteristics of Marketing Analytics
 Advantages of Marketing Analytics
 Why Marketing Analytics is Importance
 How marketing analytics work

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Why Marketing Analytics is Important?
 (i) Understanding the customer and market trends is really important in today’s
time. Marketing analytics easily allows understanding of big picture trends that too
by focusing on every single detail.
 (ii) With the aid of providing you with a clear picture of the efforts and the returns,
it allows you to easily depict that which programs worked and also depicts the
reasons why it failed or even succeeded.
 (iii) The market study is also an important part of the business. Marketing analytics
allow monitoring of trends over time.
 (iv) Marketing analytics allows understanding the return on investment by
providing a clear picture of the working and the reports of each programme.
 (v) By easily helping to study the market trends, marketing analytics facilitates to
proficiently forecast future results.

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HubSpot
With HubSpot’s analytics tools you
can tie social media performance
to business and revenue growth.
Whether publishing directly
through HubSpot, or publishing
using other tools or while on the
go, you’ll be able to report on the
success of your social strategy
across every channel. You can also
compare the performance of
multiple social channels to
measure campaign performance.
HubSpot’s social analytics tools
offer expansive graphs and visuals
that break down the numbers by
specific platform features, like
audience, session lengths, and
impressions.

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What’s important to highlight is that HubSpot’s social analytics tools is part of
HubSpot’s Marking Hub, their all-in-one inbound marketing software. This
means that using the platform you’ll have insight into the entire customer
journey, not only social media-specific metrics. You’ll be able to see which
marketing tactics are working best for your business, how are they impacting
your bottom line, and learn about your social media campaigns ROI.
That makes HubSpot an excellent choice for businesses whose marketing teams
want to keep all campaign functions in one place.

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The AdWords Performance Grader – A Complete PPC
Audit in 60 Seconds
PPC is a great way to reach new customers and grow
your business, but to say there are a lot of variables
that can determine your success would be an
understatement. For those new to the world of paid
search, even identifying the right areas to focus on
can be overwhelming, which is why thousands of
small-business owners and advertisers have turned
to the AdWords Performance Grader for help. It's
essentially an agency-level PPC audit in 60 seconds.
 What Does It Do?
The AdWords Performance Grader quickly and
securely evaluates the strength of your Google Ads
account (formerly known as AdWords) in 60 seconds
or less. Once the Grader has performed its audit of
your account, you’ll be presented with a detailed
report showing the strengths and weaknesses of
your account according to 10 key metrics, including
mobile optimization, ad text optimization, and
impression share.

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This information allows you to zero in on the elements of your account that
need the most work, offering a strong potential lift in immediate account
performance.
Who Is It For?
Anyone with an active Google Ads account can benefit from the insights
provided by the AdWords Performance Grader, from small businesses to mid-
sized agencies.
How Much Does It Cost?
The AdWords Performance Grader is completely free to use. Grade your
account for free today!

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 BuzzSumo
Although not strictly a social
tool, BuzzSumo is an awesome resource
for analyzing the social engagement of
any given piece of content.
If you want to see how many shares your
latest blog post received on Facebook,
Twitter or Pinterest, BuzzSumo can
provide you with that data. You can also
monitor the performance of content
competing for relevant industry
keywords, allowing you to see how your
content marketing campaigns are
stacking up against the competition. Social media remains one of the top distribution
channels for content. By analyzing social shares,
you can see which types of posts receive the most
engagement and use that data to inform your own
content strategy. BuzzSumo can also help you
understand variables in top-performing content
such as length, publish date and headline type.

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 Google Analytics
 While it’s not solely a social media
analytics tool, Google Analytics is
one of the best ways to track social
media campaigns and even help
you measure social ROI.
 You likely already have an account
set up on your website to monitor
and analyze your traffic right now.
But did you know you can access and
create reports specifically for social
media tracking, too?

For instance, you can see how much traffic comes to your website from
each social network, or use UTM parameters to track specific social
media campaigns.

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Challenges faced by today’s
marketing decision makers
 Global, hypercompetitive business environment.
More demanding customers served by a greater number
of competitors on a global scale.
 Exploding volume of data
“We’re drowning in data. What we lack are true insights.”
 Need for faster decision making
Information overload and lack of time, yet decisions have
to be made all the time.
 Higher standards of accountability
Marketing expenditures have to be justified in the same
way as other investments.

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 Intuitive decision making
 Instinct, gut feelings, past experience, established
practices;
 In a world characterized by rapid change, information
overload, greater accountability, etc. intuition is
unlikely to generate superior results;
 Data-based and model-supported decision making
 Marketing Engineering
Need for better marketing
decision making

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APPLICATIONS
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Marketing analytics is used in industry at higher levels for taking
decisions regarding marketing and business in organizations
The students can use these in their respective department for
formulating objectives aligned with the organizational objectives
It can be used by students to understand and consider the internal
environment factors while taking decisions

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REFERENCES
 Text Books:-
 1. Grigsby, Mike., Marketing Analytics, Kogan Page, 1st Edition, 2015
 2. Winston, Wayne, Marketing Analytics, Wiley, 1st Edition.
 3. Venkatesan, Rajkumar; Farris Paul; Wilcox Ronald, Cutting Edge Marketing Analytics,
FT Press, 1st Edition, 2015.
 4. Grigsby, Mike, Advanced Customer Analytics, Kogan Page, 1st Edition, 2016.
 https://www.youtube.com/watch?v=bE6Uy6Okhgk
 https://sproutsocial.com/insights/social-media-analytics-tools/
 Reference Books:-

 1. Halligan, Bryan., Shah, Dharmesh., Inbound Marketing, John Wiley, 1st Edition. 2016.
 2. Sauro, Jeff., Customer Analytics for Dummies, John Wiley 1st Edition, 2017.
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THANK YOU

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