Marketing Analytics

Unit 1
Unit-I: Introduction to Marketing Analytics
• Why Marketing Analytics,

• Introduction to marketing process,

• Consumer data collection,

• slicing and dicing marketing data,

• combination charts and using Pivot chart to summarize market research survey,
using statistical functions to summarize marketing data,

• utilizing data to improve marketing strategy, improving the marketing process with
Analytics,

• Marketing 1.0, 2.0, 3.0, 4.0, 5.0,

• Critical Success Factors of Marketing 4.0

 Marketing Analytics

Data Model/Tool Report

What is Marketing Analytics

Marketing analytics is the practice of using data to evaluate the

effectiveness and success of marketing activities.

Marketing analytics is the study of data to evaluate the performance of a

marketing activity. By applying technology and analytical processes to
marketing-related data, businesses can understand what drives consumer
actions, refine their marketing campaigns and optimize their return on
investment.
 History of Marketing Analytics
Press
Marketing
Business Intelligence
Web and Connectivity
Significance of Marketing Analytics
1. 360 degree view of all Marketing Activities
2. Database Creation
3. Better CRM
4. Marketing Campaign
5. Cost Efficiency
Basic Insights
How are our marketing activities performing today? How about in
the long run? What can we do to improve them?

How do our marketing activities compare with our competitors? Where

are they spending their marketing dollars? Are they using channels that
we aren’t using?

What should we do next? Are our marketing resources properly

allocated? Are we devoting time and money to the right channels? How
should we priortize our investments over a certain time period?
How Analytics are performed
• Page views and bounce rate
• Conversion rate
• Email open rates and clickthrough rate (CTR)
• Social media engagement
• Mobile app use
• Generated leads
Points of Discussion
1. A leading Indian beauty brand automated customer support using
AI-based platform : NYKAA

2. Croma Retail’s adoption of Analytics effects a 217% increase in

conversions
Difference between Data Analytics and
Business Analytics

Data analysts use any type of data available to them to make

predictions.

Business analytics uses only business data to analyze.

Marketing Analytics is studying and bringing out inferences based

on different customer’ data in terms of buying patterns.
Sources of Customer Data (Information
Explosion Era)
1. Internet Browsing
2. Online Purchases
3. Reading/Viewing Frequency
4. Point of sales (POS)
5. Social Media Engagement
6. Content Sharing/Reposting
Types of Marketing Analytics
1. Descriptive Analytics
2. Diagnostic Analytics
3. Predictive Analytics
4. Prescriptive Analytics
Pillars of Marketing Analytics
1. Customer Description
2. Customer Perception
3. Market Trends
4. Market Projections
5. Competition
Point of Discussion
1. Inclusions of CAC
Cases to be Discussed:
Case 1 :
Progressive Insurance used
• User device data
• App crash data
• Login and security data

Findings :
1. Responsive device content
2. Server
3. New Workflow
Case 2 : Tussle of Barbenheimer
Marketing 4.0
Marketing expert Philip Kotler has defined Marketing 4.0 as a
new dimension of marketing linked to connectivity and
technology.
Success Factor of Marketing 4.0
1. IoT
2. Horizontal and Vertical System Integration
3. Simulation
4. Autonomous Robots
5. Big Data
6. AR
7. Additive Manufacturing
8. Cloud Computing
9. Cyber Security
Case of Starbucks (EPS)
Steps to Market Analytics
1. Setting Objectives
2. Collecting Marketing Data
3. Data Cleaning
4. Data Analysing
5. Sharing Results
6. Analyse Failures
Challenges of MA
1. Quantity
2. Quality
3. Lack of Data Scientist
4. Correlating Data
• Quest- Company A is observing a high Bounce Rate on website
Quest- Company A is observing a high Bounce Rate on website

Sol- Accurate and Customised Campaigns

Popular Analytics Tool
1. Whatagraph
2. Domo
3. SMCI (Datorama)
4. Funnel
5. Semrush
Consumer Data Collection
1. Demographics
2. Purchase history
3. Web and social media activity
4. Contact center interactions
5. Advertisement engagements
6. Survey responses
Slicing and Dicing

OLAP?
How Netflix Processes Marketing Analytics
• Time and date when a user watched a show
• The device used to watch the show
• If the user pauses the show, do they resume watching
• Does the user binge-watch an entire season of a TV show?
• If they do, how much time does it take to binge watch it?
Inferences
1. A Deeper Understanding of Customers
2. Early Detection of Problems in Products And Services
3. Identifying Better Marketing Strategies
4. Finding Ways To Reduce Expenses
Will I become a data scientist? I heard that’s a good thing.
The class will further you down the road to this journey
Describe and interpret the various components of audience
report shown
Terminology
1. Business Intelligence
2. Google Analytics
3. API
4. Session Time
5. Real Time Run Rate
6. CTOR
7. Geo Report
8. Cohort Analytics
Characteristics of Data
1. Accuracy
2. Completeness
3. Reliability
4. Relevance
5. Timeliness
Business Intelligence
BI is a set of processes, architectures, and technologies that
convert raw data into meaningful information.
 MA to BI

Transforming Data into Decisions

Stages of Business Intelligence
1. Data Collection
2. Data Storage
3. Data Analysis
4. Providing Data Access