Summarizing Analyzing Marketing Campaigns / Kim Marks Malone.

Format:

Book

Author/Creator:

Malone, Kim Marks, author.

Series:

SAGE skills: Business.

SAGE skills: Business

Language:

English

Subjects (All):

Marketing research.

Physical Description:

1 online resource

Place of Publication:

Los Angeles, California : SAGE Publications, Inc, 2024.

Summary:

You've done the research and planning and launched a marketing campaign. Now it's time to dig into the marketing data and analytics. Marketing analytics is the process of collecting and evaluating metrics to understand how much value a company's marketing efforts generate-in other words, the return on investment (ROI) of the marketing efforts. It's about measuring and evaluating a company's marketing activities against the brand's business goals and objectives. Campaign analytics takes all the marketing data that a company gathers from its campaign and turns them into meaningful insights about everything from how campaign tactics are performing to understanding the audience's behavior, evaluating market trends, and so much more. You might be thinking, "Why do I need this?" Think about marketing campaigns you've seen. Some were successful, grabbing your attention and maybe even compelling you to make a purchase. Others likely fell flat, failing to resonate with you or even becoming forgettable. While many variables separate memorable and effective campaigns from the campaigns that fail, the effective use of marketing analytics play an important role. Every marketing campaign generates a treasure trove of data and knowing how to use these data to understand the audience and craft the right message will increase the chances of a successful campaign. You'll see in this Skill that marketing analytics allows a marketing campaign manager to understand not only what worked and what didn't work but also why something is happening. For instance, if you were running an email campaign and the data show that campaign emails are getting opened but not leading to purchases, it might be a sign that something is off with the message or call-to-action. Maybe it is interesting but not compelling enough to motivate action. This insight will allow you to adjust the campaign in real time, making your marketing efforts more effective. Analytics provides the data needed to demonstrate ROI and justify future marketing initiatives. Marketing analytics also helps in predicting future trends. By analyzing past behavior and market trends, you can forecast future outcomes, allowing for proactive, data-driven decision making. For instance, if data reveal that a company's products sell more during a specific season, then the company can ramp up production or marketing efforts in advance to be sure that it is ready to meet demand. Watch the video with Professor Amber Hutchins for her top five reasons that you need marketing analytics.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-6099-7

9781071960998

OCLC:

1438739125