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Marketing Analytics Cheat Sheet

By: capturecode | May 22, 2014

The use of advanced marketing analytics for improving target audience reach in turn impacting revenues is an increasingly visible trend. One of the primary reasons behind this new trend is the undeniable profit garnered by big companies by making optimized use of advanced technological tools.

Adopting advanced marketing analysis is not as easy a task as it may appear to be. The organizational set up, the scale of the business and the mist over the concept of attribution has to be taken into account. These factors make the approach to marketing analysis highly variable.

A study of how this new system works to help business enhance effectiveness reveals a few tips that any business could use.

Status quo – The first advice that any seasoned marketing person or CEO will give you is to maintain status quo in case of doubt. Analysis is conducted by taking into account the Big Data, but the science of analysis and statistics does not exist in isolation from market realities. Any conclusions arrived at without proper context, and seasoned judgment have the potential to misfire terribly. In this respect, it is better to avoid foot-loose analysis that will adversely impact revenues and profits.

Future oriented – The advanced analytics and study that are used for the allocation of marketing resources can be very useful. Not only do they process information, but they also establish provable relationships between market factors. They make use of mathematical calculations and the science of human behavior while also keeping an eye on competition. For the success of such an approach it is important that actions based on these insights are oriented towards the future with clarity of purpose and of objective.

Global data – Data collected by a company or business is never enough for accurate and optimized marketing analysis. A wider nest has to be cast to gather information about global trends across industries.

Invest in an intelligent system – Optimized analytical models and approaches chart the journey of choice that any consumer makes before actually making a purchase. Advanced systems can cross reference data and make intelligent calculations and approximations to identify the influencing factors that govern each purchase.

Team with multiple skill sets – It is very important to back up your advanced marketing analytical systems with personnel who possess varied skill sets. Interpretation of the analysis is a matter of perception and having different minds working on the systems helps provide unique insights that may be missed otherwise. For example: A statistician, an economist, a business analyst and an operations manager will have their own perspectives and can be used to simulate better strategies and approaches.

Advanced marketing analytics can turn your business around, but only if used with caution.

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