Download the PDF: https://www.demandmetric.com/content/develop-marketing-analytics-process Marketing analytics, if used correctly, are a tremendous decision-making tool. They can help marketing executives increase their understanding of critical business functions like customer interactions and market campaign performance. Develop a repeatable marketing analytics function to improve decision-making and project selection. Use Demand Metric’s downloadable Market Research Report to organize your next Analytics project. HOW-TO GUIDE Developing a Marketing Analytics Process Benefits Marketing analytics programs are comprised of processes, tools, and techniques for analyzing & converting business data into usable, decision-making information. See this map on the different types of business analytics. Predictive Modeling — deploying statistical modeling techniques to predict customer behavior, supporting business decision-making & forecasting. Customer Segmentation — classification or other techniques to categorize customers into groups, enabling campaign customization. Strategic Data Analysis — analysis of key data trends to conclusions with significant business meaning and strategic impact.

1. DEVELOPING
A MARKETING
ANALYTICS
PROCESS
HOW-TO GUIDE

2. 2 Developing a Marketing Analytics Process How-to Guide
Marketing analytics, if used correctly, are a tremendous decision-making tool. They can help
marketing executives increase their understanding of critical business functions like customer
interactions and market campaign performance. Develop a repeatable marketing analytics function
to improve decision-making and project selection.
Use Demand Metric’s downloadable Market Research Report to organize your next
Analytics project.
HOW-TO GUIDE
Developing a Marketing
Analytics Process
Benefits
Marketing analytics programs are comprised of processes, tools, and techniques for analyzing &
converting business data into usable, decision-making information.
See this map on the different types of business analytics.
Predictive Modeling — deploying statistical modeling techniques to predict customer behavior,
supporting business decision-making & forecasting.
Customer Segmentation — classification or other techniques to categorize customers into
groups, enabling campaign customization.
Strategic Data Analysis — analysis of key data trends to conclusions with significant business
meaning and strategic impact.
Many analytics project fail because their focus is not on the results they are supposed to
deliver. Develop a standardized marketing analytics process to increase visibility and support
business decision-making.
Bottom Line

3. 3 Developing a Marketing Analytics Process How-to Guide
Action Plan
1
3
Understand
Information
Required
Standardize
Analytics
Process
Determinewhichdecisionsyouneedtosupport,
and identify which metrics can provide insight.
Action Plan
STEP 1 - Understand Information Required
7 Stay Proactive
6
Deployment
of Analytics
Program
4
Ensure Clean &
Accurate Data
2
Determine
Frequency of
Reporting
5
Apply Techniques
& Evaluate Results
Managing Static and
Dynamic Data
Use our Market Research
Report template to document
your research problem. Next,
ascertain if the information
you require is accessible. Data
often resides in disparate silos
of an organization, so check
with Sales & Customer Service
to determine if you can take
existing data and convert it to
insightful information. Discern
which format the raw data will
arrive in, and decide whether
you will require tools to slice and
dice it. Will the data be static or
dynamic?
V I E W R E S O U R C E
Market Research Report

4. 4 Developing a Marketing Analytics Process How-to Guide
1
3
Understand
Information
Required
As there are hard costs associated with
marketing analytics, select an optimal
frequency for delivering decision-making
information. Steering committees provide a
great forum for reporting; consider delivering
analytical insights at these regularly scheduled
meetings.
Action Plan
STEP 2 - Determine Frequency of Reporting
7 Stay Proactive
6
4
2
Determine
Frequency of
Reporting
5
Standardize
Analytics
Process
Deployment
of Analytics
Program
Ensure Clean &
Accurate Data
Apply Techniques
& Evaluate Results
Steering Committees
Meet to Share Insights &
Analytics
Steering Committee Charter
V I E W R E S O U R C E

5. 5 Developing a Marketing Analytics Process How-to Guide
Action Plan
3
Standardize
Analytics
Process
Document a consistent process for using
analytics so business partners understand
their role. Consider industry-standard data-
mining application methods such as CRISP,
but start with the business problems to maxi-
mize value for your efforts.
Action Plan
STEP 3 - Standardize Analytics Process
7 Stay Proactive
6
4
2
5
1
Understand
Information
Required
Deployment
of Analytics
Program
Ensure Clean &
Accurate Data
Determine
Frequency of
Reporting
Apply Techniques
& Evaluate Results
Choosing Your Analytics
and Application Methods
Marketing Analytics in a Week eWorkshop
W AT C H V I D E O
MARKETING
ANALYTICS IN A WEEK
eWorkshop

6. 6 Developing a Marketing Analytics Process How-to Guide
Action Plan
STEP 4 - Narrow Down Options
3
Data quality and selection are more critical
than the analytical technique for establishing
superior results. To ensure your results are
not skewed, audit the data your technical
resources are using.
Action Plan
STEP 4 - Ensure Clean & Accurate Data
7 Stay Proactive
6
4 Ensure Clean &
Accurate Data
2
5
1
Understand
Information
Required
Standardize
Analytics
Process
Deployment
of Analytics
Program
Determine
Frequency of
Reporting
Apply Techniques
& Evaluate Results
B2B Data Management
How-To Guide
V I E W R E S O U R C E
B2B Data Management How-To Guide

7. 7 Developing a Marketing Analytics Process How-to Guide
3
Rather than evaluating everything, select a
few key areas to apply an analytical approach
such as the tried and true logistic regression
predictive modeling technique. Produce reli-
able results before expanding scope.
Analytics to Guide You
Action Plan
STEP 5 - Apply Techniques & Evaluate Results
7 Stay Proactive
6
4
2
5
Apply
Techniques &
Evaluate Results
1
Understand
Information
Required
Standardize
Analytics
Process
Deployment
of Analytics
Program
Ensure Clean &
Accurate Data
Determine
Frequency of
Reporting

8. 8 Developing a Marketing Analytics Process How-to Guide
3
Establish a communications plan and inte-
grate your analytical techniques into your
business processes. Don’t discuss how the
analytic technique itself works; instead, quan-
tify the financial/customer impact of changes
made based on decisions supported by
analytics to grab stakeholder attention.
Action Plan
STEP 6 - Deployment of Analytics Program
7 Stay Proactive
6
Deployment
of Analytics
Program
4
2
5
1
Understand
Information
Required
Standardize
Analytics
Process
Ensure Clean &
Accurate Data
Determine
Frequency of
Reporting
Apply Techniques
& Evaluate Results
Show Stakeholders
Analytical Data for Positive
Growth
Marketing Measurement Assessment
V I E W R E S O U R C E

9. 9 Developing a Marketing Analytics Process How-to Guide
3
Action Plan
STEP 7 - Stay Proactive
7 Stay Proactive
6
4
2
5
1
The best companies continuously reshape the
processes for requesting analytical support
and optimizing how this work can help their
business. Remind key stakeholders of your
capabilities and keep abreast of their unique
challenges.
Understand
Information
Required
Standardize
Analytics
Process
Deployment
of Analytics
Program
Ensure Clean &
Accurate Data
Determine
Frequency of
Reporting
Apply Techniques
& Evaluate Results
Stay on the Cutting-Edge
of Best Practices
Lessons Learned Knowledge Base
V I E W R E S O U R C E

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