Analytics is the discovery and interpretation of meaningful patterns in data; and the application of that analysis to drive effective decision making based on data. Particularly useful in areas with an abundance of recorded information, analytics depends on the simultaneous approach of statistics, computer programming, and operations research to validate data and solve problems.
Evolution of Marketing
Marketing has evolved from a largely creative process into a highly data-driven field. Organizations use analytics to determine the outcomes of campaigns or efforts and to guide decisions for investment and consumer targeting. Demographic studies, customer segmentation, conjoint analysis and other techniques allow marketers to use large amounts of consumer purchase, survey and panel data to understand and communicate marketing strategy.
Collect session-level information about interactions on a website using systems with the information necessary to track the referrer, search keywords, identify IP address, and track activities of the visitor. With this information, we can improve campaigns, website creative content, and data structure.
Define, create, collect, verify, or transform digital data into reporting, research, analyses, recommendations, optimizations, predictions, and automations. This also includes the SEO (search engine optimization) where the keyword search is tracked and that data is used for marketing purposes.
We have extensive experience in these tools and techniques to support both strategic marketing decisions (such as how much overall to spend on marketing, how to allocate budgets across a portfolio of brands and the marketing mix) and more tactical campaign support, in terms of targeting the best potential customer with the optimal message in the most cost effective medium at the ideal time. Utilizing analytics and data science is an excellent way to find hidden ways to optimize your organization’s operations.