5 things to know about marketing analytics

Marketing campaigns involve specific techniques that are usually multi-dimensional. You can run them on several platforms like internet, print, channel communications, etc. Today’s marketers ensure to use a combination of platforms to earn maximum profit. However, how do companies determine the success of their marketing campaigns? This is where marketing analytics comes into the picture.

Marketing analytics use specific tools and protocols to gauge the marketing campaign’s performance successfully. And to be pro in using these tools, you need to hold a degree in marketing analytics course.

Almost every school of communication offers one today. Some of the reasons you need to learn about marketing analytics are:

  • It allows you to use diverse technologies across platforms to check the performance of the campaign
  • Earlier, brands were reliant on silos
  • Stakeholders gain enhanced clarity about the product’s performance
  • Marketing analytics have changed the marketing dynamics

But before you take up a marketing analytics course from a media school, know about the following factors:

  • Devise marketing strategy: Before implementing the marketing analytics, have an appropriate marketing strategy in place. Marketing campaigns should be pitch-perfect, and for that, there are several tools available in the digital marketplace. It not just customises your campaign but also takes your brand to the next level. These tools revolve around the search engine audience sentiments, popular keywords, trends, hashtags, and so on. Once the campaign gets launched, back-end analytics enters the scene. The analytics studies incoming leads, conversions, traffic, etc.
  • Collect data: A marketing campaign generates various data that helps the marketers derive meaningful insight. However, you have to ensure to collect the data from sources that were part of the campaign. So, apart from obtaining information from search engines, e-mails, social media, etc. you also have to consider POS machines, call centres, WiFi, and so on. You may receive the data in an unstructured form which you can structure later. The generated information helps the stakeholder’s monitor product placement and target audience.
  • The scope of marketing analytics: The following functions can summarise marketing analytics –


  • Assessing marketing campaigns
  • Competitor assessment
  • Evaluating company that flagged off the marketing campaign


  • Generation of the report: The best part about marketing analytics is you can receive a detailed report about various components of an organisation. They are further classified as:
  • Historical data reporting – A past report gives you an idea about which marketing campaign made the most revenue in the fiscal year
  • Present-day reporting – Client engagement numbers related to the campaign happens real-time. Present-day reporting centres around client engagement
  • Future reporting – Future reporting enables marketers to predict customer loyalty they can earn based on the current minor customer service


  • Bridging operational gaps: Nowadays almost every organisation have several marketing analytics tools under their arsenal. However, they should opt for the one that bridges the functional gap. This way the organisation can do away with sinkholes and unnecessary losses.

Every media school spreads knowledge on the above factors through the marketing analytics course. So, enrol today!

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