Marketing Analytics

The most basic form of marketing analytics is to provide marketers with the tools to understand what business impact their marketing campaigns have. This task can range from something as straightforward as providing standard metrics at the campaign level to analysis as complex as developing a Market Mix Model to come up with the optimal marketing strategy to maximize profit. While marketing performance analytics will let you know on the whole how a campaign performs, it isn't until someone digs in to many cuts of data to uncover whether there are certain types of users that respond better to particular marketing treatment perhaps some campaigns work better in certain markets or on mobile. Marketing analysts mine and model your data to uncover nuggets that can be acted on by marketers. Diving deep into customer demographics and behaviors can help you understand which are more likely to be successful. This information can then be used by marketers when selecting their target audiences. Through data mining and statistical modeling, marketing analysts can provide a rich understanding of your customers and what drives success.

Autorentext

Dra. B. Merceline Anitha, Profesora Adjunta en el Master de Administración de Empresas, Sri Ramakrishna College of Arts & Science, Coimbatore. Sus áreas de interés y experiencia en CRM y Marketing Integrado. Con 13 años de experiencia docente e investigadora. Ha publicado en varias revistas nacionales e internacionales.