This document provides an introduction to marketing analytics. It defines marketing analytics as measuring, managing, and analyzing marketing performance to gain insights into customer preferences and segments. The goal of marketing analytics is to improve marketing decisions by examining data through diagnostic, predictive, and prescriptive analytics. For example, predictive analytics can be used for sales forecasting and customer churn prediction. The marketing analytics process involves collecting, cleaning, visualizing, and analyzing data to make decisions and design effective marketing strategies.

1. I N T R O D U C T I O N
T O M A R K E T I N G
A N A LY T I C S
FA L L 2 0 2 3

2. WHAT DOES MARKETING ANALYTICS DO?
● Marketing analytics is the practice of measuring, managing and analyzing marketing
performance
● Marketing analytics can offer profound insights into customer preferences and segments
● Search engine optimization, online campaign utilization

3. MARKETING ANALYTICS VS.
DATA ANALYTICS
• “Data analytics is a collection of tools and techniques that
combines and examines data to uncover hidden patterns,
correlations, and other insights.”
• The goal of marketing analytics is to improve marketing
decisions.

6. EXPECTATIONS FROM MARKETING ANALYSTS

7. UBER’S SALES REPORT IN A SPECIFIC AREA

8. DIAGNOSTIC ANALYTICS
Diagnostic analytics is a form of advanced analytics that examines data or content to answer the question,
“Why did it happen?”
Exploratory data analysis: Exploring the data to identify patterns, relationships, and correlations.
Uber Example
customer (employee) Sales
customer (employee) 1
Sales 0.65 1

9. PREDICTIVE ANALYTICS
● Marketing Budget planning
● Sales forecasting
● Customer churn prediction
● Supply chain management

10. PRESCRIPTIVE ANALYTICS
● A marketing analyst should help the manager answer the question that “What should we do”
● What-if analysis
● Scenario planning
Uber Example
What marketing strategy should we apply?
Do we need promotions in the specific area?
Do we need location-based marketing?
What will be the profit by focusing on these customers?

12. MARKETING ANALYTICS PROCESS
1- Data Collection: Identifying and collecting relevant data sources (mostly secondary data):
– Internal data (from your organization)
– External data (other sources)
2- Data Cleaning: (fixing errors in the data and dealing with missing information)
3- Data Visualization/ Summary Statistics: Getting a sense of the data by looking at graphs and
summary statistics (e.g., mean, variance, etc.)
4- Data analysis: There are two main tasks:
– Prediction and classification
– Finding patterns to gain insight (clustering)
5- Making decisions and designing strategy