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By Manisha Rewani
Marketing analytics is the practice of helping marketing departments improve their marketing campaigns and better understand their customers. It can help departments understand what marketing channels are most effective, what most popular content is, and how to target their customers better.
It involves capturing data about customer behavior, segmenting that data, and then applying statistical analysis to understand what the information means. Businesses can make informed decisions about allocating their marketing resources for maximum impact with this understanding.
Marketing Analytics Factors
1. Product intelligence
It has been described as “the application of big data analytical techniques to product-related issues to improve decision making, optimize marketing performance, and guide new product development”.
Whereas market research provides information that can be used to make informed strategic decisions about things like what products to develop or how much money to invest in marketing, product intelligence focuses specifically on the use of data to inform decisions about individual products.
2. Customer trends and preferences
This understanding can help them improve how they interact with their customers, what products and services to offer, how to price them, and where to focus marketing efforts.
3. Product development trends and metrics
There have been a few key trends in the product development space that businesses should be aware of in recent years. Let’s take a look at some of these trends:
If you’re not already using an agile methodology, it’s something to consider.
If your business isn’t using DevOps yet, it’s worth exploring this approach.
Ensure you have the right tools to collect and analyze data effectively.
Businesses need to keep this in mind when developing new products.
4. Customer support
Businesses can ensure that their customers are happy and satisfied with their products or services by providing customer support. Customer support also helps build customer loyalty, which can lead to increased sales and profits for the business.
Some businesses offer customer support through phone calls, while others provide it through online chat or email. Many businesses also have social media accounts where customers can go for help.
5. Messaging and media
Messaging communicates an organization’s strategic vision and goals to customers, employees, partners and other stakeholders. Media are the channels used to deliver messages, including advertising, public relations, digital media and direct marketing.
It can indicate how well a particular message or media mix resonates with customers or stakeholders, identify which channels are most effective in reaching specific audiences and measure the return on investment (ROI) for different campaigns. Organizations can use these insights to optimize their messaging and media mix for better results.
6. Competition analysis
Many organizations use marketing analytics to gain insights that they can use to improve their marketing efforts and differentiate themselves from their competitors.
They can also help businesses identify new opportunities and understand what customers want. Organizations can create targeted marketing campaigns that appeal to specific audiences by understanding customer behavior.
Marketing analytics give businesses the information to make informed decisions about their marketing strategy, which helps them stand out from the competition.
7. Predict future results
Predictive analytics aims to use past data to make predictions about future events. Predictive analytics involves applying mathematical and statistical models to historical data to identify patterns and trends. These models can then predict the likelihood of specific outcomes occurring in the future.
Some organizations use it to identify which customers are most likely to defect so that they can take steps to prevent this from happening. Others use it to determine which products are most likely to succeed in focusing their marketing efforts on those products. Predictive analytics can also be used to identify potential security threats so that measures can be taken to mitigate these threats before they cause damage.
Manisha Rewani [MBA]
Manager Mktg
AirCrews Aviation Pvt. Ltd
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