Lecture 10 Marketing analytics

Emtinan I. Mustafa

University of Khartoum
Faculty of Mathematical Sciences and
Informatics
 Textbook
“Marketing Analytics Roadmap Methods, Metrics, and Tools ”, 2017
By Jerry Rackley

• Chapter1 and part of chapter8

Contents
• Introduction
• The core components
• Marketing analytics process
• Scenarios of marketing organizations :usage of analytics
• Tools and technologies
Car dashboard
 Analytics
• Analytics are at the heart of how the business is
managed.

• Every department or division in a company uses

analytics to make sure there is alignment with and
progress toward goals

• The finance department: Revenue and profit

• Manufacturing : output and defects
• Human resources : measure employee retention
and performance
 Marketing analytics
• The generic understanding of analytics
They are measurements or numbers that indicate how a process is
performing

• Deeper understanding of analytics

Helps marketing departments take full advantage of what the process can
do to drive better performance

The marketing analytics process isn’t just about keeping the marketing organization
out of trouble but helping it perform at its highest level.
 The core components
• Pursuit of objectives
The analytics process is ideally built to measure progress toward a set of
objectives
• Valid indicators
The analytics process must determine which metrics have meaning and best
represent the value that marketing creates for the organization.
• Tracking metrics over time
Tracking measurements over time to monitor trends and direction of
performance
• Improve how marketing works
 The marketing analytics process
• The marketing analytics consists of:
• People
• Steps
• Tools and technology
• Input and output
Scenarios of marketing departments/organizations
(1) No Analytics Process: Flying Blind
The organization has no analytics process

• Determining the success of marketing is completely subjective, and

often quite political
 Scenarios of marketing organizations
(2) A Pseudo-Analytical Marketing Program: Half the Gauges Are Dark

• There is a dashboard, but some of the gauges aren’t involves or are simply
ignored
• The other possibility is that the marketing team doesn’t know how to read the
gauges and understand what they mean.
 Scenarios of marketing organizations
(3) A True Analytics Program: The Real Deal

• Marketing organization that has a real analytics process in place and

uses it. What is meant by “real” is a process that tracks metrics that
provide true and direct indicators of marketing’s performance and
contribution.
 Tools and technology
Marketing analytics is a technology-enabled process. Having the right technology in
place and tools available is essential to success

• Technology: the base platforms, systems, or clouds of technology that enable

core marketing processes and results tracking.

• Tools: focused software solutions that enable specific functions, such as the
dashboard
 Tools and technology
• Categories of analytics tools
• Strategic
• Operations and logistics
 Tools and technology: Strategic tools
Strategic: are those that help provide direction to the marketing functions

• Tools and systems for business intelligence, customer intelligence and

understanding buying behavior.
 Tools and technology: Strategic tools
• Business intelligence (BI): refers to the software tools that help organizations
analyze virtually any source of raw data.
• They simplify the process of querying data from multiple sources
• performing various analysis on it
• Reporting the results, often in the of a dashboard or other data visualization
• A common challenge with using them is the quality of the source data
• Example: Gartner publishes a BI and Analytics Platforms Magic Quadrant

• The most recent version of the Magic Quadrant categorizes several vendors as
“leaders,” including IBM, Information Builders, Microsoft, MicroStrategy, Oracle,
QlikTech, SAP, SAS, Tableau, and Tibco Software.
 Tools and technology: Strategic tools
• Customer intelligence (CI): is conceptually similar to BI but with a different
focus. But, the focus of CI is on understanding customer behavior.

• CI tools usually use the data is generated on CRM systems, using the intelligence
locked in this data to improve the customer experience and ultimately generate
more revenue from customers.

• CI helps marketers better understand the customer experience and answer

questions like how to increase the share of wallet captured, which segments are
most important, or how to improve customer retention.
 Tools and technology: Strategic tools
• Customer intelligence (CI) :

• Gleanster Research, a company that surveys users and publishes the results in
benchmark reports, covers the CI solution space

• It has compiled a list of vendors that provide a CI solution, including Infer, Lattice
Engines, Lithium, and Marketforce
 The end
Good luck and wish you all the best