MARKRTING ANALYTICS

By ATHUL & DIWAKAR

Definition
It is simply the measuring, managing and
analyzing the marketing performance. The
concept of marketing analytics facilitates
not only to improve the effectiveness but
also allows the marketers to take a
successful shot at optimizing the return on
investment.
Marketing analytics portrays the customer
insights and trends.
Importance

 (i) Understanding the customer and market trends

is really important in today’s time. Marketing
analytics easily allows understanding of big picture
trends that too by focusing on every single detail.
 (ii) With the aid of providing you with a clear picture
of the efforts and the returns, it allows you to easily
depict that which programs worked and also
depicts the reasons why it failed or even succeeded.
 (iii) The market study is also an important part of
the business. Marketing analytics allow monitoring
of trends over time.
 (iv) Marketing analytics allows understanding
the return on investment by providing a clear
picture of the working and the reports of
each programme.
 (v) By easily helping to study the market

trends, marketing analytics facilitates to

proficiently forecast future results.
Tools

(A) Event-based tools

This is one of the effective tools of marketing,
also known as click analysis. This tool mainly
focuses on the things that matter the most to the
business, like shopping cart matters to an e-
commerce website. This tool helps to track the
actions of individual users within an app, website.
Some of the best event based marketing analytics
tools are-
 1. MixPane
What do you expect from a top quality marketing
analytics tool? It should focus primarily on tracking
different events related to you on your website and
mobile app, yes you heard it right, it can very well
track the events on the mobile app as well.
You just feed in the details about what you want to
track and MixPanel will handle the rest on its own.
Though MixPanel was originally created for Product
managers, it has so much for marketers as well. The
base package starts from $99 per month and you can
enhance it accordingly.
 2. Heap Analytics
This is a newcomer in the field of marketing
analytics but you won’t be able to complain about its
performance. The working of this platform is much
similar to that of MixPanel and can automatically
track actions on your website and your app.
You can manually set the preference and Heap
Analytics will accordingly manage the rest. Funnels
can also be created by using Heap Analytics. You
can further view the analysis report and work
accordingly on your website or app and enhance
your marketing campaign.
 3. Oribi
When it comes to simplicity Oribi excels its
competitors and provide its users with the easy user-
interface. The main focus of this tool is on faster data-
driven decisions.
One of the best features of this tool is that it will
automatically track the data on your website and there
is no need to manually set everything. Even a small
change in your website will be tracked by Oribi and it
will highlight it in the dashboard. You can choose the
subscription plan of $79 per month or $799 per year.
 4. KissMetrics
KissMetrics ranks among the toppers in the list of
marketing analytics tools and it deserves that as well.
It has been designed to track the activity on your
website and you can further use its analysis report to
enhance the user’s engagement and improve your
business.
It will also let you know about what impact will your
changes in the website will cause hence you can
tweak that at the same time to enhance the results.
(B)Testing Tools
This tool allows the marketers to test multiple
variants of a feature or a message.
Testing is considered an important part of product
development as it helps to collect real data. No
marketer would fancy the idea of working on the
basis of assumed data no matter how strong the gut
feeling may be.
These tools even facilitate contact with users using
channels like emails, push notifications, in-app
notifications, and even web-hook. Some of the AB
testing tools for you here are-
1. Optimizely
It is best used to test different variations of any page
or any element related to your website. You can
further decide which variation is going to suit your
requirement depending upon the analysis report of
optimizely.
You can lead experiments on your website and test
which is the best variation for your marketing goals.
2. VWO
Visual Website Optimizer or VWO works in a similar
fashion as Optimizely. It can also provide you with
the best results about different variations on your
website and you can then analyze which variation
suits your marketing goals.
One of the best features of this tool is that it offers a
visual editor hence you can create visual changes and
test them accordingly to pick the best one for you.
(C) Visual Behavior Tools
 Such tools allow outlining that how much time the
user spends at looking at the screen and what he
actually looks on to.
The basic aid that helps in the collection of the data
is cursor movement as a proxy. These tools also help
the users to segment the data and find that how down
the user actually scrolled too.
Marketers can use the data to proficiently rearrange
their interfaces and successfully bring a positive
change in their services. Best Marketing Analytics
tools in this category are-
1. Hotjar
Hotjar offers many analytics features that you can use
to enhance your overall marketing campaign and
eventually improve your business. The main features
of it are – Feedback polls, conversion funnel analysis,
surveys and registration form analysis.
It provides you with a heat map which can be used to
track how visitors are interacting with your website
and what actions do they take on it.
 2. Crazyegg
Just like Hotjar, crazyegg also offers a heatmap
through which you can understand the performance
of your website. It will let you know what actions
people are taking on your website, how they scroll,
where do they click and so on.
Their analysis report is so rich in terms of
information that you can optimize your website in the
best ways to enhance the user’s engagement and get
better conversions as well.
Digital Marketing Analytics
These tools collect data from the aid of marketing and
advertising channels. These tools can be easily grouped
into five categories –
 Search Engine Optimization tools help to understand how likely the
website is to show up on the search results.
 Social media platforms offer free analytics that allows marketers to
understand how users react to their profile and online appearance.
 Search Engine marketing tools allow marketers to improve their ad
performance to gain an edge over the competitors for better
performance and outcomes.
 Display ad platforms allow marketers to help marketers improve
their success rates.
 Predictive-scoring model platforms allow marketers to score users
or prospects primarily on the basis of likelihood to buy or renew.
Some of the tools for these purposes are-
(i) Google Search Console
(ii) MozPro
(iii) SEMrush
(iv) Google Analytics
Marketing Dashboard Tools
These are mainly related to the unification of data.
The consolidating of analytics is always considered to be
a good idea. It easily saved time and efforts caused due to
duplicity and even being bogged down. This allows the
marketers to manipulate data quickly due to one
consolidated dashboard and answer the queries easily.
These tools are a hit among the people who love the
simplicity and avoid ad hoc systems due to complexity.
Dashboards even allow to automatically refresh data
which is evidently missing in use of excel sheets. Top
rated dashboard tools are-
 1. Cyf
You can view the data from different marketing tools
on a single dashboard of Cyfe. Tracking data from
different social media platform is a cakewalk while
you are using Cyfe. It is a great tool for marketers
who want to see different variations of results on a
single dashboard.
2. Klipfoli
Here you can build your own dashboard and it will
provide you with all the marketing analysis data that
you need. You can manually put the data from
different tools on its dashboard and it will show you
accordingly.
Top Tips for doing Marketing
Analytics
(i) Repeat Ad Nauseum — To ensure your
advertisement displays for applicable searches, the use of
negative keywords can help to a great extent. The use of
negative keywords is recommended by almost most of
the profession or even the newbie marketers keeping in
context how advantageous this technique can actually be.
(ii) Results and analysis — It should be a common
practice to display keywords in ad text which portrays
that the ad is relevant to the search. An ad which is solely
related to the search surely gets more clicks and is
obviously great for the website and even the business.
(iii) Implementing natural search — The habit of
inculcating the best keywords into your website
increased the chances of clicks more than even a paid
advertisement. This surely facilitates the generating
of new content.
(iv) Keyword research — It is important to
know how to do keyword research as the aid of
stagnant keywords can affect the online appearance
as it neglects the information and even the trends on
new products.
 (v) Using paid search marketing — Taking the aid of
paid search marketing, lowers the bid and also improves
the ad position. Having said that, it does not mean that
you should only rely on paid marketing but yes you
can’t choose to ignore its importance. This can easily be
one of the proficient marketing analytics examples.
(vi) Messing with the data — It should always be kept
in view that the reports and information which is
gathered from the search marketing provides aids in all
aspects of the business and even the offline revenue and
primarily the product development. You should always
provide proper attention to the implementation of search
efforts.
Paid Campaigns & Marketing
Analytics
The improvement of marketing strategy of PPC advertising
campaigns can be easily done through the aid of the AdWords
campaign.
It is only the strength of this campaign that facilitates and
portrays that how well the ranking is in the search engine. The
fact that your site would never be seen by prospective clients
without a decent ranking should always be kept in context.
It offers expert analysis on to the site and obviously the
performance of the efforts that the marketers put in. Let us
have a look on some of the marketing analytics examples to
understand the concept in more comprehensive manner-
 Examples

1. Amazon Fresh and Whole Foods

This campaign is one of the best Marketing Analytics
Examples that showcase how analytical data helped
Amazon gauge how customers purchase groceries. It
also updated the company about how suppliers would
do their interaction with the grocer.
2.Netflix use of Marketing Analytics for Target Adverts
 Netflix used the analytics data to find out specific
inclinations of their audiences. Accordingly, company
sent emails to their subscribers about the programs that
would be best fit for them.
These marketing analytics examples facilitate the
smooth operation of an online marketing campaign.
Online marketing campaign depicts how the online
appearance of your site is and that is solely responsible
for how your website fares among the users.
In Conclusion…
The advantages depicted above for a great conclusion
about how fine the concept of marketing analytics
actually is. This concept of analytics always helps
marketers to a great extent to review the performance of
their campaigns and obtain reports. These reports
directly provide aid in the representation of the data
accordingly.
The analysis helps in the formulation of the strategies
in such an order that it ensures proper returns with
minimum efforts. Now, who wouldn’t want a strategy or
a programme that allows the marketers to put minimum
efforts and also obtain desired maximum returns?
THE END