Strategic Marketing Process

 Mission
 Business analysis ( customer, company, competitor )
 Marketing strategy ( segmentation, targeting, positioning )
 Marketing mix
 Implementation and evaluation

Marketing Analytics Process

 Identify metrics
 Analyze the metrics
 Take improvement actions

The 7-Step Marketing Analytics Process

 Business Problem Understanding

 Data understanding and collection
 Data preparation and feature selection
 Modeling development
 Model evaluation and interpretation
 Model and result communication
 Model deployment

Trends in marketing analytics

 The Rise of Real-time marketing analytics
 Emphasis on data security and regulatory compliance
 Accelerated adoption of predictive analytics
 Rise of contextual customer experiences
 Content creation is empowered by AI and machine
 learning Digital Marketing

Customer Life-time Value (CLV)

• CLV/LTVC is a great way to identify how much value your customer will
bring to you over his/her lifetime.
• Customer lifetime value (CLV or often CLTV), lifetime customer value
(LCV), or life-time value (LTV) is a prediction of the net profit attributed to
the entire future relationship with a customer.
• CLV helps to determine the right amount of money to invest in acquiring a
customer and analyze customer acquisition strategy and solidify your
marketing budget.
 Gap analysis
 Gap analysis is crucial for examining product-market fit.
 Gap analysis compares what the customer needs and to what extent these needs are
satisfied, and develops analytical modeling to identify attributes found to be
statistically significant in terms of importance
 Gap analyses assess the gap between the importance levels and the satisfaction
levels within each attribute.
 If the manager is looking into a new product where there are no competing products
in the market, the satisfaction level would not be available. However, the
importance levels still need to be determined which would help to define the
product design.

 So, gap analysis is a crucial concept to address the needs and preferences of
the market.

Steps in gap analysis

 Identifying target audience
 In-depth interview/meeting with experts of the industry
 Focus group discussions
 Conduct representative empirical survey

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