Marketing Analytics is critical to driving conversions, brand awareness or both.
The application of scientific methods to guide marketing efforts is undergoing significant changes. Today’s Marketing Analytics should blend in newly available non-traditional sources of data with enterprise data, and adapt to the rapidly evolving digital delivery channels.
Increasingly, marketers are utilizing digital activity to develop a detailed understanding of their audiences, giving them a 360-degree view of prospects—including their demographics, attitudes, and behaviours—a view that is not achievable offline.
Marketers are using technology, data, and analytics to drive their omni-channel marketing efforts, from lead generation to customer retention. The personalization of marketing communications is helping them identify valuable prospects and target them effectively.
Key features of marketing analytics:
Consumer Insights
- Pricing and Promotions
- Survey Analytics
- Path to Purchase
- Choice Modelling
- Brand Switching
- Market Basket Analysis
Omni-channel Marketing
- Market Mix Models
- Audience Targeting
- Campaign Optimization
- Attribution Modelling
- Real-time Bidding
- A/B Testing
Product & Market Analytics
- Personalization
- Pipeline Forecasting
- Market Segmentation
- Brand Equity Analytics
- New Product Introduction
- Product Portfolio Optimization
- Merchandising and Assortment