Successful Marketing is:

• Sending right content

• Over right channel
• At right time
• With right frequency
• To right customers

Analytics can help you determine what is RIGHT!

Marketing analytics is the practice of measuring, managing and analyzing marketing performance to
maximize its effectiveness
 Conventional Marketing Decisions:

• Segmentation
• Campaign effectiveness
• Targeting
• Sales Channels
• Positioning
• Budgets
• Marketing Mix
• Market Size
• Pricing Policy
• Advertisement Design
 Trends in Software Supported Decision Making

• Marketing managers have high-powered personal computers connected to networks, 7/24, everywhere.

• Volume of marketing data exploding.

• Firms reengineering marketing for the information age (e.g., Using Customer Relationship Management
systems).
 21st Century Marketing Decisions:

• We have too much data of the wrong kind, not enough of the right kind (information has no value by
itself, but generates value through its use).

• Humans are imprecise information processors (in both analyzing and synthesizing information).

• Computers/mathematical models are consistent information processors.

• Managers + Models = Better Decisions

21st Century
1. 'Conjoint analysis' is a survey-based statistical technique used in market
Marketing research that helps determine how people value different attributes
(feature, function, benefits) that make up an individual product or
Decisions: service.
2. Marketing engineering is currently defined as "a systematic approach
to harness data and knowledge to drive effective marketing decision
making an implementation through a technology-enabled and model-
supported decision process
3. Yield management systems: Yield management is a variable pricing
strategy, based on understanding, anticipating and influencing
consumer behavior in order to maximize revenue or profits from a fixed,
time-limited resource.
 Marketing performance measurement:

Managers think of today..

Top Management think for tomorrow…
Customer Relationship Management System:

Four critical success factors for CRM

 • Why does CRM matter?
Intelligently managing relationships with customers can
increase revenues and net profits
significantly.

• How CRM impacts customer acquisition and

Customer retention?
Relationship 1. CRM technologies help marketing managers run effective campaigns,
promotions, commercials, and advertisements to attract new
Management customers, or to increase sales to existing customers, or to do both.

System: 2. Newly acquired customers are unprofitable until they have

purchased enough products or services to exceed the cost to acquire
and service them.

3. Retaining customers that generate revenues in excess of the

costs is critical.

Acquiring and Retaining profitable customers..

 What does marketing effectiveness depend on?
1. Know your customers
2. Understand customer needs
3. Communicate intelligently with customers

Reasons why CRM fails?

Customer IT department in charge instead of business users.
1. Incorrect CRM requirements by not involving key business
Relationship stakeholders from the outset.
2. Mobility CRM strategy is an afterthought.
Management 3. Taking the wrong approach to CRM training.
4. Underestimating users’ resistance to change.
System: Measuring CRM Success
1. Increased staff productivity (more closed deals)
2. Cost avoidance
3. Revenues
4. Margin increases
5. Inventory cost reductions
6. Increased customer satisfaction, loyalty, and
retention
 Social Media Analytics

• Social media analytics is the practice of gathering data from social

media websites and analysing that data using social media analytics
tools to make business decisions.
• The most common use of social media analytics is to mine customer
sentiment to support marketing and customer service activities.
• Types of data :
• Textual data (Tweets and comments)
• Actions (likes, shares, views)
• Search engines data
 • The first step in a social media intelligence
initiative is to determine which business
goals the data that is gathered and
analysed will benefit.
• Identification - identifying the right source
of information
Steps for Social • Extraction - Extraction of the data
Media • Cleaning - removal the unwanted data
• Analysing – applying the appropriate
Analytics analytical method
• Visualization - Relevant visualizations for
effective communication
• Interpretation - judgments to interpret the
visual data
Reaching Potential Costumers

Email Social Media Display

PR
Marketing Advertising advertisements

Followers and Media Content

Blogs, Articles,
likes (audio, videos,
etc.
(Engagement) etc.)
 • Allows enterprises to extract information about how
the customer perceives their brand
• What kind of products consumers like and dislike and
the general trend
• Social media analytics makes it possible for businesses
to quantify all these attributes
• Improve Products and Services. Countless tweets,
Applications of blogs, comments and complaints regarding products
and services contains consumer sentiments that can
SMA be used to evaluate users' experience with a particular
product or service. This information can then be used
to help companies perform better.
• Real Time Marketing - the ability to engage with the
customers instantly based on real-time information like
their actions and behaviour, changes to your own data
or external news or events.
 • An attribution model is the rule, or set of
rules, that determines how credit for sales
and conversions is assigned to touchpoints in
conversion paths
• Helps to understand how marketing channels
impact the customer experience and drive
revenue for the company
Attribution • Attribution modelling, in essence, means
Modelling reporting on the impact of communication
activity using metrics like:
 Turnover
 Profit
 Customer retention
 Volume of sales
 • The primary objective of attribution modelling is to
provide holistic, accurate information about the financial
return activities are delivering so you can refine them,
adjust what you’re doing, and use the same budget to
deliver more value to your business and your customers.
Types:
• First Click - it attributes 100 per cent of revenue to the
Attribution first consumer touch point.
• Last Click - it attributes 100 per cent of revenue to the
Modelling first consumer touch point
• Linear - every step of the customer journey is equally
responsible
• Positional - first touch point and the last touch point are
worth X per cent each, and all the other touch points in
between have the remaining percentage divided up
evenly among them