Marketing analytics uses data to provide insights that increase ROI and profitability. It offers real-time insights, tracks brands across channels, and provides personalized and contextual customer understandings. Benefits include a full customer view and more effective marketing, while risks include data misuse, high costs, and lack of guaranteed success. Market data comes from primary and secondary sources, and market sizing can use top-down or bottom-up approaches.

1. MARKETING ANALYTICS
MBA/BBA/B.com / UGC Net
By
Dr. Anand Vyas

2. Meaning & Characteristics of
Marketing analytics
Meaning
Marketing Analytics is a broad range and is an essential tool or strategy that is used
to unlock the customer’s relevant insights, increase the ROI (Return on Investment),
profitability.
Characteristics
•Real-Time Analytics and Insights.
•Brand Measurement Capabilities.
•Granular, Person-Level Data.
•The Ability to Correlate Online and Offline Attribution Metrics.
•Contextualized Customer and Market Insights.
•Annual Media Plan Recommendations

3. Advantages and Disadvantages of
Marketing Analytics
Advantages Disadvantages
• Gain a full view of customers
across channels
• Become more proactive and
effective.
• Personalize your marketing and
customer engagements.
• Sharpen social media strategies.
• Engage your customers in real-
time
• Unguaranteed Success.
• Data Misinterpretation.
• Inappropriate Data
Collection Methods
• Huge Expenses

4. Market Data Sources
• Primary and Secondary Data

5. Market Sizing: Stakeholders, Applications &
Approaches (Top-down and Bottom-up)
• A top down analysis is calculated by
determining the total market, then estimating
your share of that market.
• A bottom up analysis is calculated by
estimating potential sales in order to
determine a total sales figure.

7. Porter's Five Forces Analysis