Utilising Analytics to analyse the ROI of Marketing Efforts

1. Utilising Analytics
To Analyse the ROI
of Marketing Efforts
Ahmed Bulbulia
@ahmedbubs

3. “You can have data without information,
but you cannot have information without
data.”
– Daniel Keys Moran, an American computer programmer and science fiction writer.

4. Bottom-up approach
Start with the data
Problems:
• Relies on a flood of all the data
• Not all data is created equal
• Time consuming
• Analysis paralysis

5. Top-down approach
Start with objectives
Benefits:
• Focused approach
• Gives an idea on what to look for
• Gives structure

6. Objectives:
• Business
• Brand
• Communication
• Sponsorship
• Digital
• Internal

7. Define the necessary
tactics and actions
needed to reach
those objectives

8. Source: Nroot Labs
Identifying Sources of
Information

9. Descriptive, Predictive
& Prescriptive
Predictive Prescriptive
What could happen in
the future
Advising on possible
outcomes
• Statistical models
• Forecasting
• Optimisation
algorithms
• Simultion algorithms
Descriptive
What has happened in
the past
• Data aggregation
• Data mining
Credit Scores
Learn, Adapt,
Overcome
Tracking what
worked

11. I/O testing and AI
Segmentations
Price
Points
Messaging