Marketing Analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring using important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. In other words, it tells you how your marketing programs are really performing.
It is important to state the difference between web analytics and marketing analytics. Web analytics measure things a webmaster cares about, like page load times, page views per visit, and time on site. Marketing analytics, on the other hand, measure business metrics like traffic, leads, and sales, and which events (both on and off your website) influence whether leads become customers. Marketing analytics includes data not only from your website, but also from other sources like email, social media, and even offline events. Marketing analytics are also usually people-centric, featuring the prospect, lead, or customer as the unit of focus, whereas web analytics usually regard the page view as the unit of focus in its reports. Marketing analytics gathers data from across all marketing channels and consolidates it into a common marketing view. From this common view, you can extract analytical results that can provide invaluable assistance in driving your marketing efforts forward. As businesses have expanded into new marketing categories, new technologies have been adopted to support them. Because each new technology was typically deployed in isolation, the result for many businesses is a disparate collection of disconnected data environments. Consequently, marketers often make decisions based on data from individual channels (website metrics, for example), not taking into account the entire marketing picture. Social media data alone is not enough. Web analytics data alone is not enough. And tools that look at just a snapshot in time for a single channel are woefully inadequate. Marketing analytics, by contrast, considers all marketing efforts across all channels over a span of time – which is essential for sound decision making and effective, efficient program execution. Marketing analytics can lead to better lead nurturing and management, which leads to more revenue and greater profitability. By more effectively managing leads and being able to tie those leads to sales – which is known as closed-loop marketing analytics – you can see which specific marketing initiatives are contributing to your bottom line. Marketing Analytics activities typically comprise both analytics and data engineering.
Analytics & Data Engineering Activities
The coordinating and creating of effective strategies to collect data
The analysis of information
Implementation of analytics solutions
Visualisation & Reporting
Optimisation & Attribution
Data mining and wharehousing
Data cleansing and management
Data Quality Analysis
Most of the providers listed in this category are independently owned specialist analytics and data engineering businesses.
Each of the specialists listed promote a high degree of competency in marketing analytics and can be contacted for preliminary discussions directly through utilising the contact details provided on their profile template.If you require additional assistance with your selection or a more in depth search then please complete and send on your brief as per our home page and we will get back to your shortly.
At Marketing Search we recommend you always take the time to think critically about what you plan to do up-front and be very clear about your goals and outcomes before approaching any provider.
By doing this you will avoid many of those unexpected and un-welcomed bumps and obstacles that arise down the track which inevitably cause cost blow outs and time delays in bringing your project to market.
That said please take a moment to firstly reflect on our Checklist No 1 : Search & Selection of Marketing Service Providers.
Having done some basic research you should now be well positioned to start your search for that ideal partner with and have a better sense of the competencies and attributes required to meet your brief.
We recommend a short listing up to 3 providers be undertaken in your initial search with the aim to further qualify them down to 2. Ask those 2 to then to submit their pitch and proposal in person for your final decision on selection.