Module 1.4.3 Business Analytics in Marketing Management PDF

Business Analytics Marketing Management SCOPE OF MARKETING MANAGEMENT The scope of marketing is determined by the marketing offering of an organization. Market offering is a combination of goods, services, ideas, persons, places, information, etc. offered to a market to satisfy specific n...

Business Analytics Marketing Management SCOPE OF MARKETING MANAGEMENT The scope of marketing is determined by the marketing offering of an organization. Market offering is a combination of goods, services, ideas, persons, places, information, etc. offered to a market to satisfy specific needs and wants of people. Market offerings are not limited to physical goods. They also include services like banking, air travel, hotel stay, tourism, etc. which are not tangible in nature and can’t be owned by the buyers.  What is Marketing Analytics? It consists of processes and technologies that enable marketers to evaluate the success and value of their marketing initiatives, identify trends and patterns over time, and make data-driven decisions. Foundation of Marketing Analytics  Marketing analytics is the process of comprising data and technologies to establish trackable metrics and data-driven marketing activities. The main function of marketing analytics is to import the business metrics, such as ROI, and marketing attribution into the core of the marketing game. In other words, the analytics job is to gathers data from across all marketing channels and to combine it with the consumer databases then and consolidates it into an insightful marketing view. From this analytical view (360° Knowledge Graph), marketers can extract real-time analytics and actionable insights that can provide the steering wheel for effective targeting and personalized marketing efforts. Marketing Analytics Process  Marketing Analytics Process 1.Determine the objective function of marketing analytics 2.Connect the data across departments 3.Set up the rules and analytics techniques 4.Build the analytic strategy and actionable tasks 5.Learn from insights and optimize  What’s the Goal of Marketing Analytics? In general, your marketing analytics will try to accomplish four goals: Measure the performance of marketing campaigns Find opportunities in marketing performance Understand your customers Understand your competition How do you Measure Success? The B2C marketing funnel is a representation of the typical customer journey. It is comprised of four stages: 1.Awareness 2.Consideration 3.Conversion 4.Retention  Top 10 Data Integration Software 1. Zapier 2. If This Then That (or IFTTT) 3. Dell Boomi 4. Automate.io 5. Talend Open Studio for Data Integration 6. Integromat 7. HVR Software 8. SnapLogic 9. Attunity Connect 10. PieSync https://mopinion.com/data-integration-software-an-overview/ Marketin g What are marketing analytics tools? Marketing analytics tools are software platforms that help marketers understand the health of their marketing campaigns. They may track a variety of key metrics including website traffic, page views, click through rates, or many others in order to inform a marketer of which efforts are working, which aren’t, and why.  Types of Marketing Analytics Web marketing analytics are used to help you understand the relatively limited interactions that your audience is having with your website content. Web analytics in digital marketing are used to determine whether your online message is captivating your audience and causing them to take action, or if they're simply clicking away and headed off your site to visit a competitor. Digital Analytics Digital Marketing Analytics Tools With all of the data and analytics that are available, pulling them together into a cohesive picture that allows you to make decisions becomes a greater challenge. This is where cross-channel analytics tools become extremely valuable, allowing marketers to visualize and understand the thousands of data points and pull them together into usable data analysis for your marketing strategy. Competitor Analysis Tools Oftentimes, a marketer’s own data alone doesn’t tell the whole story. Many digital marketers today turn to competitor analysis tools to find out what’s happening beyond their four walls. With competitive intelligence tools, marketers can analyze the different sources of website traffic of their competitors - what search terms, social networks, channels, and websites bring qualified visitors to them - in order to understand what they should be doing next.  Nestled on the pristine coast of Nasugbu is a luxurious private Batangas beach resort offering the finest in leisure and comfort. Club Punta Fuego is a premier membership resort that makes for the ideal haven for Metro Manila dwellers who desire a quick escape from its hustle and bustle. A 2.5-hour drive from Manila via the Ternate-Nasugbu Highway or South Luzon Expressway is all it takes to arrive at this exclusive address. Upon reaching Brgy. Balaytigue, drive to the gate of Peninsula de Punta Fuego where the Batangas resort is located. Inspired by Fisher Island in Miami, Florida, Club Punta Fuego blends modern elements with nature’s beauty. Spanish- Mediterranean architecture is used to design the 15 rooms and 33 casitas, all of which featuring plush beds, spacious bathrooms and hot and cold shower. Casitas and Sunset Room Restaurants Terrazas de Punta Fuego Golf Club Lower Beach Club Ylang Ylang Spa Punta Fuego Yacht Club CPFI Marketing Communications 2019 BRIDAL FAIR (JAN 18-19) 3rd Punta Fuego Busuanga Race – Final Poster Grand Slam Fishing Tournament – Save the Date Chef’s Choice Menu Peak Season Daytour Package GM’s Cocktail EDM Wedding Suppliers Familiarization Trip Wedding Suppliers Familiarization Trip Wedding Suppliers Familiarization Trip Wedding Suppliers Familiarization Trip Past and Current Occupancy Data Rooms For Sale Rooms Occupied Total Bookings Online Total Bookings Online Social Media Analytics Facebook - CPF https://www.facebook.com/clubpuntafuego/  144 increase compared to last month Facebook CPF Performance of each post: 21 posts this month (November 2020) Short caption, lifestyle shots Shared posts from actual guests, promos and other pages Reach: From 1,000 to 3,400 Facebook CPF Top Posts (Highest reach of 3,360 and 222 engagement) Instagram CPF  71 increase compared to last month ONLINE BOOKING SITES Reviews Dashboard Reviews Dashboard Reviews Competition Reviews Competition Review Results CPFI Marketing Communications 2020 EDM TEMPLATES For members – electronic direct mail GETTING MARRIED Booth set up at SMX from Jan. 18-19, 2020 REGATTA EDM, Poster, SNS, Tarpaulin Banner SNS POSTS SALES PROMO EDM and printed material For Sales Team FLASH SALE TRAVEL TOUR EXPO Actual booth and brochure References : https://fivetran.com/blog/intro-to-marketing-analytics https://www.demandjump.com/blog/what-are-marketing-analytics- tools https://consultyasser.com/foundation-of-marketing-analytics- challenges-process- profit/#:~:text=Marketing%20analytics%20is%20the%20process,core %20of%20the%20marketing%20game. Thank you!