Data Analytics

in
Marketing

Name : Ammar Presswala

Registration Number : 35-1190
Institute : Balaji Institute of Modern Management
River - Brahmaputra
 Introduction

Data Analytics in Marketing is the study of data gathered from the marketing campaigns
in order to detect patterns such as how a campaign contributes to conversions, consumer behaviour,
regional preferences, creative preferences, and much more.

The goal of marketing analytics as a practice is to use these patterns and findings to optimize future
campaigns based on what was successful.

Usage of Data Analytics in Marketing

Big Data and Analytics can help a business predict consumer behaviour, improve decision-
making across the board and determine the Return of Investment (ROI) of its marketing efforts.

 By addressing these aspects adequately, the business would not only be able to protect its market
share, but also expand into new territories
 Importance of Data Analytics in Marketing

Customer Acquisition and Retention :

1 Organizations must have a unique approach to market their products/services. By using big data, companies
can pinpoint exactly what customers are looking for

Focused and Targeted Campaign :

2 Businesses use big data to deliver tailored products/services to their targeted market, Which helps
companies make a sophisticated analysis of customer trends

Identification of Potential Risks :

3 Businesses are thriving in high-risk environments, Which require risk management processes and big data has
been instrumental in developing solutions

Innovative Products :
4 Big data helps companies to update existing products while innovating new ones, By collecting large amounts of
data, they can distinguish what fits their customer base

Complex Supplier :
5 Using big data companies offer supplier networks otherwise known as Business-to-Business communities,
Suppliers can escape constraints by applying big data analytics
 Types of Data Analytics in Marketing

CONTRIBUTION
ADDED-VALUE
Prescriptive
Analytics

Predictive
GRAPH Analytics

Diagnostic
Analytics

Descriptive
Analytics

COMPLEXIT
Y
 Data Analytics Tools in Marketing

Tableau :
1 Tableau is a visual analytics platform transforming the way we use data to solve problems -
empowering people and organizations to make the most of their data

Microsoft Excel :
2 Microsoft Excel is a software program that uses spreadsheets to organize numbers and data with
formulas, functions and built-in pivot tables

Google Analytics :
3 Google Analytics is a website traffic analysis application that provides real-time statistics and
analysis of user interaction with the website

R Programming Language :
4 R is a programming language primarily used for statistical computing and widely used for creating or developing
statistical and data analysis tools and software

Python Programming Language :

5 Python is a high-level, interpreted, interactive and object-oriented scripting language, Designed with
features to facilitate data analysis and visualization
 Examples

Netflix is unarguably the biggest online platform for streaming movies and TV shows, and it
owes its success to Big Data. Because they know their users, their retention rate is 74% which
 compared to it’s closest competitors Disney+,
Amazon Prime and YouTube.

So, how do they use their data to create such a good customer
Experience ?

McDonald started to turn to the data they collected over the

years. They wanted to transition from mass marketing to mass
 customization – in order to do such a thing, they needed to
unlock the data in a way that is useful to customers.

What did they come up with ?

 References

1. Nina Tudor (2020, Apr 27). 7 real-world examples of how brands

are using Big Data analytics. Retrieved from
https://www.bornfight.com/blog/7-real-world-examples-of-how-brands-are-using-big-data-analytics/
2. Terence Mills (2019, Nov 6). Five Benefits Of Big Data Analytics And How Companies Can
Get Started. Retrieved from
https://www.forbes.com/sites/forbestechcouncil/2019/11/06/five-benefits-of-big-data-analytics-and-how-companies-can-
get-started/?sh=682694ff17e4
3. Christian Lauer (2021, Jan 28). How to: Data Analysis in Marketing. Retrieved from
https://towardsdatascience.com/data-analysis-in-marketing-2334f29ee685
4. Liyin Yeo (2021, 13 Jan ) Disney+ takes customer retention crown from Netflix. Retrieved from
https://secondmeasure.com/datapoints/disney-takes-customer-retention-crown-from-Netflix/
5. What is Data Analytics ?. Retrieved from
https://www.lotame.com/what-is-data-analytics/
6. Villanova University. How Marketers Use Data Analytics To Reach New And Existing
Customers. Retrieved from
https://taxandbusinessonline.villanova.edu/blog/how-marketers-use-data-analytics-to-reach-customers/
Thank you