Analytical, strategic and operational marketing
It is important to differentiate between these three concepts in order to establish the purpose of this article.
On the one hand, there is strategic spam phone number data marketing , which focuses on the analysis of markets and the study of their evolution over a period of time. The results of strategic marketing feed into the second type of marketing. Operational marketing focuses more on the specific actions that must be carried out to achieve certain objectives.
analytical marketing
Finally, analytical marketing is the facet of marketing that deals with analyzing the results of the actions carried out.
As you may have deduced, a company must have a marketing department made up of professionals capable of working in these three areas.
The importance of analytical marketing
It is no news that numerical results support decisions and determine the strategic path of an organization. Part of the activities carried out by a company, if not the vast majority, are carried out within an online environment. Nowadays, what business does not have a website? And, given this context, what company can survive without analyzing the results of its marketing actions? The answer is simple: none. The same thing happens with analytical marketing as with cybersecurity: it is essential for the proper functioning of a business.
Implementing an action within a digital ecosystem has a great advantage, which is that it can make numerical data tangible and interpretable. However, a number on its own and without an objective behind it is raw data without meaning.
Clients and brands themselves value the analytical marketing behind their strategic implementations and demand reports that support the results of the action .
Analytical Marketing: Examples
Analytical marketing requires three types of actions: customer knowledge , customer analysis and their interaction with the company's website , and subsequent analysis of the data obtained through the specific Marketing Analytics tool that the company uses.
For example, if we work as marketing analysts for a bicycle sales company in which we have applied a specific strategy to promote a bicycle model, we should know:
Who is the target audience of that company.
How does this target audience behave on the company's website? That is, what type of transactions do they carry out: do they just search for information, access certain products, or even add something to their shopping cart?
And once we have all this data, we will be able to know if our promotion strategy has worked or if it has failed and there is some step we can take to change.
analytical marketing
The role of the marketing analyst
This type of demand has generated the creation of a new job profile, that of Marketing Analytics. There are multiple tools with powerful visualization dashboards that make it easier for analysts to interpret and read data. Programs that have multiple segmentation parameters adapted to each lever (web, social networks, newsletter, etc.). The best-known software is Google Analytics , which any analytical marketing expert must be able to handle with ease.
Until now, we have always talked about the online marketing specialist whose role is focused on strategic execution in the media and channels of the Internet: websites and blogs, social networks, video platforms, forums, etc. These platforms have their own analytics metrics and require extra effort to interpret their data and transfer their results to the business. For this position, it is very important to have knowledge in performance marketing , that is, to know how to optimize the ROI of our campaigns.
For this reason, the profile of marketing analyst is increasingly in demand . In addition, it is important to note that within an online marketing strategy, 90% of decisions are based on the results of an action.
Measurement applies to all fields of digital marketing, therefore, the value of a multidisciplinary professional who has the key knowledge to implement the strategic part and also has an analytical plus that helps the organization to think in numerical terms will be the one that manages to differentiate itself from the rest. Analytical marketing manages to correct one of the biggest mistakes that many online businesses make, which is making decisions based on hunches , without data to support the decisions.
