Marketing Analytics, is a need of the hour. However most organisations either they don't know the value or don't know how to utilise data to drive marketing. This session slides covers what is marketing analytics, types of marketing analytics, how to understand, analyse and integrate, how to launch campaigns using data and how to visualise marketing campaigns driven with data

1. Mastering Marketing Analytics
Unveiling Digital Success
18th Nov 2023

2. INTRO
Venkatesa Madhan (Madhan), 19 years in Marketing. Started as a
SEO professional. Worked in Startups, Scaleups, Tech Giants.
Co-founded a design agency and failed.
Now Fractional CMO / Consulting through the brand name Leadstack.

3. What Industry Says
Marketing analytics are responsible for influencing
just over half (53%) of marketing decisions,
according to a survey by Gartner, Inc. June 2022

4. Index
- What is Marketing Analytics
- Types of Marketing Analytics
- Marketing Analytics Tools
- How to unlock digital success
- Marketing Architecture
- Q&A

5. Why ?

6. What’s the Connection?
Steve Jobs Elon Musk
Seth Godin

7. Guess?

8. Marketing MAVERICKS - Chennai / India / WorldWide
Girish M Sridhar Vembu
Who am i?

9. Why Marketing Analytics?
Marketing analytics is the process of measuring,
managing, and analyzing data to improve marketing
effectiveness and ROI.
By collecting and analyzing data from various
sources, such as website traffic, social media
engagement, and advertising campaigns, Marketing
Analytics helps businesses make informed decisions
and optimize their marketing strategies.

10. Marketing Analytics Acronyms
BR - Bounce Rate
CTA - Call to Action
CTR - Click through rate
CAC - Customer Acquisition Cost
Search, learn and share it on social media #VanakkamDigital2023

11. Types of Marketing Analytics
Source:martech.org

12. Types of Marketing Analytics
Descriptive
Analytics
Predictive
Analytics
Prescriptive
Analytics
Why?
Helps you derive
insights from existing
data
Predicts future
trends
Helps you plan for
the future
Trust Very reliable Not too reliable
Reliable for short
and mid-term
planning
Data
requirement
Requires a limited
amount of data to work
Requires a moderate
amount of data
Requires a wide
range of data for
extracting insights

13. Top Marketing Analytics Tools
Source:google

14. Marketing ANALYTICS TOOls
SEO:
Web Analytics:
Social media:
Email Marketing:
Marketing Automation
CRM:
Reports:
CDP:
Buy tools as per the strategy

15. Did you know? -It MUST START with RoI (RoMI)
It should all start with Why?
Source:marketoonist.com

16. Marketing Analytics Challenges
Source:ruleranalytics

17. How?
Integrate
Manage Accelerate
Marketing
Analytics

18. Build
Source: Madhan

19. Configure
Source: Madhan

20. VISUALIZe
Source:zoho

21. Data tracked through web analytics
Source:analytics

22. Data tracked for Social Media
Source: cyfe

23. When data from digital channels are UNified
Source:geckoboard

24. Marketing Analytics - TO BE
Source:Google Marketing

25. Validation
Validate where you are in this process and improvise

26. That’s all Folks
Source:makeameme.org

27. Venkatesa Madhan (aka) Madhan
Leadstack
Fractional CMO

28. Q & A

29. 1. Question: What is the purpose of A/B testing in marketing analytics?
2. Question: What does the term "CTR" stand for in digital marketing analytics?
3. Question: In the context of marketing analytics, what does the acronym "ROI" represent?
4. Question: What is the significance of the "Conversion Funnel" in marketing analytics?
5. Question: What is the primary purpose of segmentation in marketing analytics?
6. Question: Which analytics metric is used to measure customer loyalty and satisfaction?
7. Question: What does the term "Churn Rate" refer to in marketing analytics?
8. Question: How can UTM parameters be used in marketing analytics?
9. Question: What role does predictive analytics play in marketing?
10. Question: What is the purpose of a heat map in website analytics?

30. 11. Question: Which metric measures the percentage of visitors who leave a website without
interacting with any page?
12. Question: What is the purpose of a "Call-to-Action" (CTA) in marketing?
13. Question: What is the main goal of email marketing analytics?
14. Question: What does the term "Conversion" refer to in marketing analytics?
15. Question: What is the primary purpose of social media analytics?
16. Question: What does the term "Lead Generation" mean in marketing?
17. Question: Which tool is commonly used for real-time website analytics?