Preview of marketing analytics: Why it exists and who it benefits.

1. MARKET ANALYTICS
NICKI ROYCE

2. WHAT IS IT?
In today’s advanced
digital age, marketing
analytics is
sophisticated data
analysis that can help
to define and redefine
approaches to
customers and
markets.

3. WHY COLLECT
DATA?
• Companies collect
massive data on how,
what, and where
people buy so they
can make moves.
• An example is a
company developing
a loyalty program that
improves the
experience for
customers and at the
same time, collects
valuable information
from the customer.

4. IS IT
EFFECTIVE?
• There are currently 3.26
billion people that link to
SOME form of social
media through their
mobile devices.
• The apps can lead to
metrics that aid in the
marketing plan.
• Through examining, the
plan can be adjusted, the
mission statement may
need altered, or the
product placement can
be adjusted based on
consumer information.

5. EXAMPLES
• A Company like Hertz
Rental Cars can develop
a digital system that
collects customer
information, and in turn,
makes the car rental
process very quick and
easy for the customer.
• This is a mutually
beneficial situation and
can give Hertz
information and the
develop loyalty with
consumers if their
process is easy during
their travel time.

6. EXAMPLES
• A company like Happy
Cow developed an app
that can help dietary
conscious consumers
find vegan friendly
options wherever they
are.
• The app can collect
important information
from the user and
help the user by
locating what they
need quickly and
effectively.

7. GETTING THE
CONSUMERS’
COOPERATION
• A study by Trade
Group of Mobile
Marketers revealed
that people react to
mobile advertisement
in LESS than a second
using eye tracking
measures and
reflexive responses
(EEG trackers).
• Consumers using
desktop devices,
reacted in roughly 3
seconds.
• Either way, that is not
much time to make an

8. GETTING THE
CONSUMERS’
COOPERATION
• The study in relation to
grocery stores showed,
consumers who
interacted with their
mobile device in the
store spend more time in
the store and more
money.
• This indicates to a grocer
that getting consumers
to utilize their devices in
store is an effective use
for resources that will
lead to more profits.

9. WHY GIVE
YOUR
INFORMATION
?
• Thanks to digital
strategies that are
developed by companies
wanting to collect data,
the consumer benefits as
well.
• A loyalty membership at
a supermarket may
require information, but
in return, the consumer
can get discounts, recipe
suggestions, order
groceries, and have
access to ways that make
their shopping
experience more
convenient.

10. WHY GIVE
YOUR
INFORMATION
?
• Companies like Wayfair
have found a way to tap
into the functional and
psychographic side of
consumers by developing
an app that helps
customers see selections
in their own space.
• Consumers needing
furniture or just dreaming
can visualize the pieces
and be more likely to
move toward purchasing
them.
• The company can then
collect that data to
determine what customers
want and need.

11. IN
CONCLUSION
• We live in a world that
demands a lot from us and the
benefit of convenience is
worth the price or succumbing
to information that can be
collected digitally to further
help firms sell goods to us and
continue to add convenience
to our lives.
• The important part is to
develop that trust with
consumers so they are willing
to provide the information by
using what is available.
• So even though a lot of
information can be collected,
the ethics and strategies put
into motion are vital to