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Marketing Analytics (Unit 1)
Marketing Analytics (Unit 1)
Unit-1
Overview of Marketing Analytics
By: Deependra Singh, Assistant Professor, School of Management, The NorthCap University, Gurugram
What is Marketing
Value=Benefits-Costs
Conditions for an fair exchange of Value
• There must be at least two parties.
• Each party has something that might be of value to the other party.
• Each party is capable of communication and delivery.
• Each party is free to accept or reject the exchange offer.
• Each party believes it is appropriate or desirable to deal with the other party.
Strategic Marketing Process
Business
Marketing
Analysis
Strategy
Implementation
Mission (Customer, (Segmentation, Marketing Mix and Evaluation
Company, Targeting,
Competitor etc.) Positioning)
Challenges in Marketing
• Knowing customer churn
• Knowing how many market segmentation exists
• Allocating marketing budget
• Impact of a marketing campaign
• Knowing loyal customers
• Choosing, directing and managing marketing strategies
Introduction to Marketing Analytics
• Marketing Analytics is the process of identifying metrices that are valid
indicators of marketing’s performance in pursuit of its objectives,
tracking those metrics over time and using the results to improve how
marketing does it work.
• It uses data, statistics, mathematics, and technology to solve marketing
business problems.
Components of Marketing Analytics
• 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 analysis 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