|
Getting your Trinity Audio player ready...
|
Marketing Analytics has been growing year after year. In times of big data, there is no way not to think about the use of data in the context of marketing.
Data science, applied to consumer behavior, allows the evaluation of the success of marketing actions. That’s where Marketing Analytics comes in. In this article, we will explore the concept a little more and help you apply it to your company.
Marketing Analytics is what then?
We then call Marketing Analytics the study of data that shows consumer behavior in relation to marketing actions. We can say that, just as the Neuromarketing, Marketing Analytics is a specific area of marketing, where the focus is on collecting and analyzing data, with the aim of having a better view of the results.
Marketing Analytics thus becomes an essential tool for marketers, as it helps them make better decisions. Another important point is that Marketing Analytics, Digital Analytics and Web Analytics they don't mean the same thing. Web Analytics is part of Marketing Analytics and only refers to web data. Digital Analytics encompasses, in addition to web data, social networks and mobile.
Marketing Analytics encompasses data related to online channels and also offline.
Marketing Analytics Applications
With the use of tools, such as a DMP (Data Management Platform) with online and offline data, you will be able to analyze within a set of data (such as marital status, gender and age group, for example), in order to understand how the purchasing journey of this group works.
Additionally, you will be able to analyze how a campaign is performing against competitors, whether they are using the same channels as your campaigns, and so on.
Another important point is to understand whether investments are allocated correctly or should be migrated to other channels, which can increase the ROI of marketing actions.
Operating steps
In addition to data analysis, Marketing Analytics brings important steps that, if carried out accurately, will help with the final result. There are basically three steps: tracking, collecting and visualizing data.
When tracking, you should focus on the data generated by your channels and not all available data. At the collection stage, you must be oriented to the KPIs of your strategy, so that the data is more assertive. In the visualization stage, you must ensure that the visual representation of the data is in the best possible form, as poorly formatted information could result in a misunderstanding of the data.
How to be successful with Marketing Analytics
In data analysis, there is no cake recipe. The important thing is to know how to extract decisions from the data collected. But some tips can be useful when carrying out a good analysis.
Know how to understand the past
It is essential to understand what happened, answering specific questions, such as: How did campaign AX campaign B perform? What is the conversion rate of material X compared to material Y?
Know how to analyze the present
Are we communicating correctly with our audience? What are they saying about us? Are we present on the correct channels where they are?
Know how to influence the future
This is an important characteristic when analyzing data. Are we able to use the history collected and analyzed to influence the future of our actions, making them more assertive?
If you know how to analyze your marketing campaigns well, you can evolve at each step, making your actions more successful.
Need help analyzing your KPIs? What about talk to Vero Contents?
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
Comments are closed.