Become a data wizard within less than 1 hour!
Marketing analytics software encompass a lot of metrics, as the marketing domain is divided in two main branches, online and offline. The data that you will track both online and offline will be different but complementary, and will help you understand the impact of your work. Marketing KPIs are numbers and figures, the results of the various campaigns you are leading; marketing analytics are putting the KPIs data in the context of your brand, sector, market, telling a broader story about how your efforts are driving revenue.
Analysing your marketing metrics will let you determine the ROI of your various efforts but also helps in identifying new opportunities and room for improvement. Measuring the performance of your campaigns in their finest details is crucial for future investments in such campaigns – with this knowledge in hands, you can have a better informed, data-driven decision-making, that will bring your business forward. The main challenges with marketing analytics is to collect and organise the data from multiple sources, manage to draw correlations and act on it to improve marketing performance. A BI software for marketing professionals like datapine’s is thus exactly what you need and can help you connect, sort out and visualise metrics gathered from diverse sources in just a couple of clicks.
With a clear strategy and pre-defined goals, you can track your campaigns more efficiently and measure their performance, but also dig out valuable findings that you ignored before. The business impact of marketing analytics hence lies in its application – it is only worth if the results and insights from the analyses are used afterwards. Unfortunately, often enough business departments do not take them sufficiently into account. To benefit the whole company, analytics should influence the way marketers think, make decisions, and eventually the way it works.
At datapine, we believe that they play a key role in any organisation, with an increasing importance by the time going. Indeed, our online shifting economy rewards those who know how to win the internet. Between other things, marketing analytics will help you measure the effectiveness of your website, which is highly important for your brand image; they help in evaluating the impact of your content, to know if it could be more effective. Thanks to them, you also know where your revenue is coming from and can then invest in these specific channels, and improve the others. Besides, C-level executives are more and more asking for reports backed up with actionable data – and a BI software for marketing professionals provides you with just that.
The secret behind marketing analytics software is actually simple, and difficult at the same time – it consists in connecting the dots. Connecting the hundreds of thousands of marketing data dots in an increasingly complex customer journey, to generate the maximum of value out of it.
As a start, you will do as any data analysis requires: asking the right questions to solve a business issue. Be exact in your approach of marketing measurement so as to know what to measure, and look forward by formulating what you will do with the insights you got. If you realise that you cannot measure the outcome, then, question yourself on the actual value such question brings. Once data is collected, consolidated and analysed, you need to understand it in its global context and visualise all the dots you connected: a BI software for marketing professionals will help you build professional business dashboards in no time, on which you can grasp in a glance the results of your efforts. It is important to have such dashboards at hand to show top-management the outcomes of your campaigns for them to understand their investments. But also for a potential future need of an internal buy-in: questions, actions, results, and decisions – everything is on your dashboard.
Become a data wizard in less than 1 hour!