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MARKETING ANALYTICS
Introduction
 Marketing analytics is the practice of measuring, managing and analyzing marketing performance to
maximize its effectiveness and optimize return on investment (ROI)
 Beyond the obvious sales and lead generation applications, marketing analytics can offer profound
insights into customer preferences and trends
 Despite these compelling benefits, a majority of organizations fail to ever realize the promises of
marketing analytics
 According to a survey of senior marketing executives published in the Harvard Business Review, "more
than 80% of respondents were dissatisfied with their ability to measure marketing ROI"
 However, with the advent of search engines, paid search marketing, search engine optimization, and
powerful new software products from Word Stream, marketing analytics is more powerful and easier to
implement than ever
1
2
DecisionAnalytics
 supports human
decisions with visual
analytics that the user
models to reflect
reasoning
DescriptiveAnalytics
 gains insight from
historical data with
reporting, scorecards,
clustering etc.
PredictiveAnalytics
 employs predictive
modelling using statistical
and machine learning
techniques
PrescriptiveAnalytics
 recommends decisions using
optimisation, simulation, etc.
Types of analytics
Why marketing analytics is important
3
Over the years, as businesses expanded into new marketing categories, new technologies were adopted to support
them. Because each new technology was typically deployed in isolation, the result was a hodgepodge of
disconnected data environments.
Consequently, marketers often make decisions based on data from individual channels (website metrics, for
example), not taking into account the entire marketing picture. Social media data alone is not enough
Web analytics data alone is not enough.And tools that look at just a snapshot in time for a single channel are
woefully inadequate.
Marketing analytics, by contrast, considers all marketing efforts across all channels over a span of time – which is
essential for sound decision making and effective, efficient program execution.
4
Marketing analytics, Internet (or Web) marketing analytics in particular, allow you to monitor campaigns and
their respective outcomes, enabling you to spend each dollar as effectively as possible.
The importance of marketing analysis is obvious: if something costs more than it returns, it's not a good
long-term business strategy.
In a 2008 study, the Lenskold Group found that "companies making improvements in their measurement and
ROI capabilities were more likely to report outgrowing competitors and a higher level of effectiveness and
efficiency in their marketing." Simply put: Knowledge is power.
Cont…
What marketing analytics can do for you
5
There are quite a few things that marketing analytics achieves where website analytics falls short.
Let's highlight three of the main differentiators:
1. IntegrationAcross Different Marketing
Channels
 With marketing analytics, you have a good, solid
look into the direct relationships between your
marketing channels
 To be able to see how each of your individual
channels (e.g. social media, blogging, email
marketing, SEO, etc.) are performing, you can
easily tie the effect of multiple channels'
performances together
2. People-Centric Data on the Customer
Lifecycle
 As you learned earlier, a key differentiator
between web analytics and marketing analytics
is that the latter uses the person not the page
view as the focal point
 This enables you to track how your individual
prospects and leads are interacting with your
various marketing initiatives and channels over
time
6
Cont…
Cont…
3. Closed-Loop Data
 Perhaps the sexiest function of marketing
analytics is its ability to tie marketing activities
to sales
 Sure, your blog may be effective in generating
leads, but are those leads actually turning into
customers and making your business money?
Closed-loop marketing analytics can tell you
 The only dependency here is that your
marketing analytics system be hooked up with
your customer relationship management (CRM)
platform such as Salesforce.com, HubSpot
CRM, etc.
7
The future of marketing analytics
8
1. Marketing will become more customer-centric:
 To become more customer-centric, look internally at your customer relationship management warehouse
or set up a connection between the customer relationship management (CRM) team and your marketing
team
 Once you have identified the information you have to work with, it can help you handle the rise of more
personalized targeting
 like custom audiences and appropriately emphasize past purchase history to make predictive product
offerings based on past viewing habits
 Abetter understanding of your customer across touchpoints improves outreach, customer acquisition, and
retention
9
Cont…
2. Online-to-offline and cross-device attribution will improve:
 As smartphones and tablets have now become the dominant devices, the challenge is only increasing
 Most digital consumers own at least three connected devices and are always using them, so data
matching for online to offline and across devices will become more popular
 To improve attribution, identify your customers across touchpoints to deliver the right offer at the right
time and channel. Omnichannel approaches are the answer to the multidevice consumer
 In order to reach your customers (no matter the device they’re using) and continue to engage with them
as they change devices, seek out companies that can match up cross-device or connect offline to online
11
3.Agile marketing will continue to rise:
 Agile marketing will keep growing as investment in big data and analytics increases
 Real-time data is becoming the norm, making agile marketing more mainstream
 Testing and iterations will have a much shorter turnaround, and marketing departments will have to
become more agile and effective at making data-driven insights
 Marketers are moving toward continuous iterations and using platforms and monitoring tools to
analyse results
 Marketers can better use their resources and engage with their customers through agile technology,
so staff your team with more analytics professionals
Marketers saw some interesting progress in marketing analytics in 2017, but even more is coming
in 2018. Use data to better understand customer behaviour across multiple devices, implement agile
marketing, and employ the right people to handle the data you have. Then, you’ll be ready to capitalize
on these trends and gain an edge over the competition.
Cont…
Marketing analytics software
10
Analytics companies are revolutionizing the
industry
11
1.Alexa:
 Alexa, one of the better-known marketing analytics
companies, is responsible for powering the voice
behindAmazon Echo
 As more consumers use “her,” she’ll continue to
enhance her vocabulary skills, as well as her attention
to individual preferences and speech patterns
 Alexa’s traffic estimates are developed after
examining users’traffic data in its global data panel
over a period of three months
12
2. Jumpshot:
 While this analytics start-up might be considered the new kid on the block (it’s been around for just
two years), Jumpshot shouldn’t be underestimated
 It not only boasts the largest consumer panel with a whopping 100 million consumers, but that panel is
also the most comprehensive in its industry
 The level of detail and depth including insight into HTTPS traffic is unparalleled
 “It’s not just our massive user panel that sets Jumpshot apart. It’s what we do with it,” said Deren
Baker, Jumpshot’s CEO
 It analyses the clickstream data from each of those 100 million consumers with 40% of that data
coming from mobile devices to provide insights and identify behavioural trends
Cont…
3 Hitwise:
 Although Hitwise focuses solely on English-
speaking countries, the analytics company is well-
respected in its industry
 Hitwise measures user behaviour across all
platforms, providing data and search trends
 This marketing analytics company can improve
anything from search to mobile to email to social
media campaigns through insights from the largest
sample of online behaviour across all devices
 Hitwise, a division of Convexity, also enables
users to locate the most visited sites, compare their
web traffic to competitors’, and gauge online market
size
13
Cont…
14
4. comScore:
 Founded in 1999, comScore is a cross-platform
measurement company that measures audience,
consumer, and brand behaviour
 Early this year, the company merged with Rentrak
Corporation (also a leader in marketing analytics) to
develop new ways of understanding consumers’
multiscreen behaviours
 Recently, NASDAQ discovered the company had
failed to meet compliance concerning delayed
financial reports. Hopefully, once this gets resolved,
the analytics company will be back on track in no time
Cont…
5. SimilarWeb:
 This company boasts a healthy panel size,
broad geographic coverage, and strong
mobile/app coverage
 While it’s a strong data analytics platform,
SimilarWeb pulls data from multiple sources
— this means it takes a long time to publish,
or normalize, said data
 Still, SimilarWeb is successful at building a
ranking, every single month, of the largest
American media companies and publishers
15
Cont…
Data analytics software
The following software are commonly use in INDIA
16
THANKYOU
19

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marketing analytics.pptx

  • 2. Introduction  Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI)  Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends  Despite these compelling benefits, a majority of organizations fail to ever realize the promises of marketing analytics  According to a survey of senior marketing executives published in the Harvard Business Review, "more than 80% of respondents were dissatisfied with their ability to measure marketing ROI"  However, with the advent of search engines, paid search marketing, search engine optimization, and powerful new software products from Word Stream, marketing analytics is more powerful and easier to implement than ever 1
  • 3. 2 DecisionAnalytics  supports human decisions with visual analytics that the user models to reflect reasoning DescriptiveAnalytics  gains insight from historical data with reporting, scorecards, clustering etc. PredictiveAnalytics  employs predictive modelling using statistical and machine learning techniques PrescriptiveAnalytics  recommends decisions using optimisation, simulation, etc. Types of analytics
  • 4. Why marketing analytics is important 3 Over the years, as businesses expanded into new marketing categories, new technologies were adopted to support them. Because each new technology was typically deployed in isolation, the result was a hodgepodge of disconnected data environments. Consequently, marketers often make decisions based on data from individual channels (website metrics, for example), not taking into account the entire marketing picture. Social media data alone is not enough Web analytics data alone is not enough.And tools that look at just a snapshot in time for a single channel are woefully inadequate. Marketing analytics, by contrast, considers all marketing efforts across all channels over a span of time – which is essential for sound decision making and effective, efficient program execution.
  • 5. 4 Marketing analytics, Internet (or Web) marketing analytics in particular, allow you to monitor campaigns and their respective outcomes, enabling you to spend each dollar as effectively as possible. The importance of marketing analysis is obvious: if something costs more than it returns, it's not a good long-term business strategy. In a 2008 study, the Lenskold Group found that "companies making improvements in their measurement and ROI capabilities were more likely to report outgrowing competitors and a higher level of effectiveness and efficiency in their marketing." Simply put: Knowledge is power. Cont…
  • 6. What marketing analytics can do for you 5 There are quite a few things that marketing analytics achieves where website analytics falls short. Let's highlight three of the main differentiators: 1. IntegrationAcross Different Marketing Channels  With marketing analytics, you have a good, solid look into the direct relationships between your marketing channels  To be able to see how each of your individual channels (e.g. social media, blogging, email marketing, SEO, etc.) are performing, you can easily tie the effect of multiple channels' performances together
  • 7. 2. People-Centric Data on the Customer Lifecycle  As you learned earlier, a key differentiator between web analytics and marketing analytics is that the latter uses the person not the page view as the focal point  This enables you to track how your individual prospects and leads are interacting with your various marketing initiatives and channels over time 6 Cont…
  • 8. Cont… 3. Closed-Loop Data  Perhaps the sexiest function of marketing analytics is its ability to tie marketing activities to sales  Sure, your blog may be effective in generating leads, but are those leads actually turning into customers and making your business money? Closed-loop marketing analytics can tell you  The only dependency here is that your marketing analytics system be hooked up with your customer relationship management (CRM) platform such as Salesforce.com, HubSpot CRM, etc. 7
  • 9. The future of marketing analytics 8 1. Marketing will become more customer-centric:  To become more customer-centric, look internally at your customer relationship management warehouse or set up a connection between the customer relationship management (CRM) team and your marketing team  Once you have identified the information you have to work with, it can help you handle the rise of more personalized targeting  like custom audiences and appropriately emphasize past purchase history to make predictive product offerings based on past viewing habits  Abetter understanding of your customer across touchpoints improves outreach, customer acquisition, and retention
  • 10. 9 Cont… 2. Online-to-offline and cross-device attribution will improve:  As smartphones and tablets have now become the dominant devices, the challenge is only increasing  Most digital consumers own at least three connected devices and are always using them, so data matching for online to offline and across devices will become more popular  To improve attribution, identify your customers across touchpoints to deliver the right offer at the right time and channel. Omnichannel approaches are the answer to the multidevice consumer  In order to reach your customers (no matter the device they’re using) and continue to engage with them as they change devices, seek out companies that can match up cross-device or connect offline to online
  • 11. 11 3.Agile marketing will continue to rise:  Agile marketing will keep growing as investment in big data and analytics increases  Real-time data is becoming the norm, making agile marketing more mainstream  Testing and iterations will have a much shorter turnaround, and marketing departments will have to become more agile and effective at making data-driven insights  Marketers are moving toward continuous iterations and using platforms and monitoring tools to analyse results  Marketers can better use their resources and engage with their customers through agile technology, so staff your team with more analytics professionals Marketers saw some interesting progress in marketing analytics in 2017, but even more is coming in 2018. Use data to better understand customer behaviour across multiple devices, implement agile marketing, and employ the right people to handle the data you have. Then, you’ll be ready to capitalize on these trends and gain an edge over the competition. Cont…
  • 13. Analytics companies are revolutionizing the industry 11 1.Alexa:  Alexa, one of the better-known marketing analytics companies, is responsible for powering the voice behindAmazon Echo  As more consumers use “her,” she’ll continue to enhance her vocabulary skills, as well as her attention to individual preferences and speech patterns  Alexa’s traffic estimates are developed after examining users’traffic data in its global data panel over a period of three months
  • 14. 12 2. Jumpshot:  While this analytics start-up might be considered the new kid on the block (it’s been around for just two years), Jumpshot shouldn’t be underestimated  It not only boasts the largest consumer panel with a whopping 100 million consumers, but that panel is also the most comprehensive in its industry  The level of detail and depth including insight into HTTPS traffic is unparalleled  “It’s not just our massive user panel that sets Jumpshot apart. It’s what we do with it,” said Deren Baker, Jumpshot’s CEO  It analyses the clickstream data from each of those 100 million consumers with 40% of that data coming from mobile devices to provide insights and identify behavioural trends Cont…
  • 15. 3 Hitwise:  Although Hitwise focuses solely on English- speaking countries, the analytics company is well- respected in its industry  Hitwise measures user behaviour across all platforms, providing data and search trends  This marketing analytics company can improve anything from search to mobile to email to social media campaigns through insights from the largest sample of online behaviour across all devices  Hitwise, a division of Convexity, also enables users to locate the most visited sites, compare their web traffic to competitors’, and gauge online market size 13 Cont…
  • 16. 14 4. comScore:  Founded in 1999, comScore is a cross-platform measurement company that measures audience, consumer, and brand behaviour  Early this year, the company merged with Rentrak Corporation (also a leader in marketing analytics) to develop new ways of understanding consumers’ multiscreen behaviours  Recently, NASDAQ discovered the company had failed to meet compliance concerning delayed financial reports. Hopefully, once this gets resolved, the analytics company will be back on track in no time Cont…
  • 17. 5. SimilarWeb:  This company boasts a healthy panel size, broad geographic coverage, and strong mobile/app coverage  While it’s a strong data analytics platform, SimilarWeb pulls data from multiple sources — this means it takes a long time to publish, or normalize, said data  Still, SimilarWeb is successful at building a ranking, every single month, of the largest American media companies and publishers 15 Cont…
  • 18. Data analytics software The following software are commonly use in INDIA 16