What Is Marketing Analytics and Why It Matters – The SAS Point of View


Ever wonder how your marketing
programs are really performing? Are they working together to
build a solid customer base? Are some attracting more
customers than others? Marketing analytics gives you a
focused view of your marketing campaigns and the big picture
for your overall marketing strategy. The ability to accurately
report on the past, analyze the present, and predict
the future is invaluable. Your point of view may only
be as good as your data, especially if it’s sitting
in individual channels. How do you marry business
growth, technology, and a dizzying number
of data sources to get an accurate assessment? Only an integrated
marketing analytics platform can help you make decisions
with one stop shopping, to get all the
information you need. Three steps create
this optimal view. First, consider using a
variety of analytic techniques. You will gain the assurance
that all your bases are covered. No individual customer
engagement channels go unchecked. Next, use deeper
analysis to discover gaps in your marketing. Learn what channels provide the
broadest reach, and the least. With one clear picture,
you can identify the gaps and fill them in over time. Finally, act on what you learn. Test, retest, and learn. Marketing analytics helps you
improve your customer marketing strategy and performance. Real success in a
marketing analytic strategy takes top-down support,
the right talent to dig deep into your data,
and the right software to help you predict
your next move. Get the big picture view
of your customer marketing portfolio now.

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