{"id":2801,"date":"2021-08-20T14:30:44","date_gmt":"2021-08-20T17:30:44","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2801"},"modified":"2023-06-03T16:57:12","modified_gmt":"2023-06-03T19:57:12","slug":"what-is-marketing-analytics-and-how-to-apply-it","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/","title":{"rendered":"What is Marketing Analytics and how to apply it"},"content":{"rendered":"<p>Marketing Analytics has been growing year after year. In times of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-big-data-and-how-to-apply-it-to-your-company\/\" target=\"_blank\" rel=\"noopener noreferrer\">big data<\/a>, there is no way not to think about the use of data in the context of marketing.<\/p>\n<p>Data science, applied to consumer behavior, allows the evaluation of the success of marketing actions. That\u2019s where Marketing Analytics comes in. In this article, we will explore the concept a little more and help you apply it to your company.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Marketing_Analytics_e_o_que_entao\" >Marketing Analytics is what then?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Aplicacoes_do_Marketing_Analytics\" >Marketing Analytics Applications<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Etapas_de_funcionamento\" >Operating steps<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Como_ter_sucesso_com_o_Marketing_Analytics\" >How to be successful with Marketing Analytics<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Saiba_entender_o_passado\" >Know how to understand the past<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Saiba_analisar_o_presente\" >Know how to analyze the present<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-marketing-analytics-and-how-to-apply-it\/#Saiba_influenciar_o_futuro\" >Know how to influence the future<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Marketing_Analytics_e_o_que_entao\"><\/span><span style=\"color: #ff9900;\">Marketing Analytics is what then?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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 <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-neuromarketing-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">Neuromarketing<\/a>, 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.<\/p>\n<p>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 <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-web-analytics-and-why-is-it-important-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">Web Analytics<\/a> they don&#039;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.<\/p>\n<p>Marketing Analytics encompasses data related to online channels and also <a href=\"https:\/\/verocontents.com.br\/en\/blog\/offline-or-online-which-strategy-is-best\/\" target=\"_blank\" rel=\"noopener noreferrer\">offline<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Aplicacoes_do_Marketing_Analytics\"><\/span><span style=\"color: #ff9900;\">Marketing Analytics Applications<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With the use of tools, such as a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-a-dmp-and-how-does-it-work\/\" target=\"_blank\" rel=\"noopener noreferrer\">DMP (Data Management Platform)<\/a> 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.<\/p>\n<p>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.<\/p>\n<p>Another important point is to understand whether investments are allocated correctly or should be migrated to other channels, which can increase the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-important-in-digital-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">ROI<\/a> of marketing actions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Etapas_de_funcionamento\"><\/span><span style=\"color: #ff6600;\">Operating steps<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>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.<\/p>\n<p>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 <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-kpi-and-why-is-it-important-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPIs<\/a> 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.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_ter_sucesso_com_o_Marketing_Analytics\"><\/span><span style=\"color: #ff9900;\">How to be successful with Marketing Analytics<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saiba_entender_o_passado\"><\/span><span style=\"color: #ff6600;\">Know how to understand the past<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>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?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saiba_analisar_o_presente\"><\/span><span style=\"color: #ff6600;\">Know how to analyze the present<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Are we communicating correctly with our audience? What are they saying about us? Are we present on the correct channels where they are?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Saiba_influenciar_o_futuro\"><\/span><span style=\"color: #ff6600;\">Know how to influence the future<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>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?<\/p>\n<p>If you know how to analyze your marketing campaigns well, you can evolve at each step, making your actions more successful.<\/p>\n<p>Need help analyzing your KPIs? What about <a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\" target=\"_blank\" rel=\"noopener noreferrer\">talk to Vero Contents<\/a>?<\/p>","protected":false},"excerpt":{"rendered":"<p>Marketing Analytics has been growing year after year. In times of Big Data, it is impossible not to think about the use of data in marketing. Data science, applied to consumer behavior, allows us to evaluate success<\/p>","protected":false},"author":1,"featured_media":2808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[51,53,52,37],"class_list":["post-2801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-kpis","tag-planejamento-estrategico","tag-roi","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 Marketing Analytics e como aplicar - Vero Contents<\/title>\n<meta name=\"description\" content=\"O Marketing Analytics vem crescendo ano ap\u00f3s ano. 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