Introduction to Marketing Analytics power point

1. Marketing Analytics
Dr.Jitha G.Nair
Assistant Professor
Albertian Institute of Management

2. • The practice of measuring , managing and analysing the marketing
performance of a firm so that the return on investment can be
optimised and increased is called MA
• Reasons
• Getting info related with new marketing trends
• Identifying successful programmes and evaluating their reasons for success
• Analysing trends over time
• Completely analysing the ROI of each programme
• Forecasting the outcomes

3. Components
• People
• Steps
• Tools and technology
• Input and output

4. Methodology
• Understand
• Execute
• monitor

5. Importance
• Gaining a full view of customers across the channels
• Becoming more effective and proactive
• Personalising customer and market engagements
• Visualising success across enterprise
• Treating data as a strategic asset

6. Target Marketing :STP- steps
• Identifying market segmentation
• Selecting target market
• Developing market positions

7. Market segmentation
• Geographic
• Psychographic
• Demographic
• behavioural

8. Segmentation methods
• Factor analysis
• Regression analysis
• Cluster analysis
• Choice based segmentation

9. Positioning- importance
• Placing the product in consumers mind
• Connects product offerings with target market
• Creates a locus in customers mind
• Providing competitive advantage
• Better serving and covering the market