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Marketing Analytics

The document discusses marketing analytics which is the practice of measuring, managing, and analyzing marketing performance to maximize effectiveness and ROI. It provides insights into customer preferences, trends, and behavior which are crucial for making informed marketing decisions. The document also discusses the importance of marketing analytics in business, types of marketing analytics including descriptive, predictive and prescriptive analytics, customer analytics, social media analytics and concludes by discussing how marketing analytics provides insights, optimization and a strategic advantage.

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mathurpragi
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23 views10 pages

Marketing Analytics

The document discusses marketing analytics which is the practice of measuring, managing, and analyzing marketing performance to maximize effectiveness and ROI. It provides insights into customer preferences, trends, and behavior which are crucial for making informed marketing decisions. The document also discusses the importance of marketing analytics in business, types of marketing analytics including descriptive, predictive and prescriptive analytics, customer analytics, social media analytics and concludes by discussing how marketing analytics provides insights, optimization and a strategic advantage.

Uploaded by

mathurpragi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Name – Pragi Washkhiyar

Department – BBA
Semester – 6th
Roll Number – 22105021001
Subject – Marketing Analytics
College – Gurukul Management Studies
Introduction to
Marketing Analytics
Marketing analytics is the practice of measuring, managing, and
analyzing marketing performance to maximize its effectiveness
and optimize return on investment (ROI). It provides insights into
customer preferences, trends, and behavior, which are crucial for
making informed marketing decisions.
Importance of Marketing Analytics
in Business
1 Performance Measurement
Marketing analytics helps in quantifying the performance of
marketing campaigns, channels, and strategies, allowing
businesses to identify what works and what doesn't.

2 Data-Driven Decisions
It enables businesses to make data-driven decisions,
ensuring that resources are allocated to the most effective
marketing activities, leading to improved ROI.

3 Competitive Advantage
Utilizing marketing analytics provides a competitive
advantage by understanding consumer behavior,
preferences, and market trends better than competitors.
Types of Marketing Analytics
Descriptive Analytics Predictive Analytics Prescriptive Analytics
Descriptive analytics Predictive analytics Prescriptive analytics
focuses on uses historical data goes beyond
summarizing data to and statistical predicting future
understand what has algorithms to forecast outcomes, providing
happened, such as future trends, enabling recommendations on
tracking website traffic proactive decision- what actions to take to
and user making. achieve specific
demographics. business objectives.
Customer Analytics
Segmentation Lifetime Customer
1 2 3 Journey
Value
Analysis Mapping
By analyzing customer Customer analytics helps
Understanding the lifetime
data, businesses can in mapping the entire
value of customers assists
segment their audience journey of a customer,
in optimizing acquisition
based on demographics, from initial contact to post-
and retention strategies to
behavior, and preferences purchase engagement, to
maximize profitability.
for targeted marketing. improve the overall
experience.
Social Media Analytics
Engagement Metrics Influencer Impact
Monitoring likes, shares, Measuring the impact of influencer
comments, and click-through rates collaborations and partnerships
provides insight into social media helps in evaluating the
campaign performance and effectiveness of social media
audience behavior. outreach.

Content Performance
Analyzing content performance guides the creation of relevant and engaging
posts, videos, and other media to attract and retain followers.
Conclusion

Insight Generation Optimization Strategic Advantage


Marketing analytics Continuous analysis Utilizing marketing
provides invaluable and optimization of analytics strategically
insights, enabling marketing strategies results in a
businesses to based on analytical competitive edge,
understand customer data lead to improved enhanced customer
behavior, measure efficiency and relationships, and
performance, and effectiveness. greater market
make informed responsiveness.
decisions.
Thank You

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