MARKETING DATA ANALYST HANDBOOK: A DATA WHISPERERS DREAM

By DR JAMES SELIGMAN

In today's data-driven business landscape, marketing has evolved from a creative discipline to a quantifiable science. This book delves into marketing data, exploring how organisations collect, analyse, and utilise vast amounts of data to make strategic decisions. The study investigates the challenges and opportunities associated with marketing data utilisation, the role of technology and analytics, and the implications for business performance. By examining real-world case studies and industry practices, this research contributes to a deeper understanding of how marketing data can drive effective decision-making and foster competitive advantage.

• Language: English
• Publisher: Lulu.com
• Release date: Aug 30, 2023
• ISBN: 9781446750490

Book preview

AUTHOR

Dr James Seligman is a semi-retired Higher Education academic spending may years at the University of Southampton, he holds two postgraduate and two undergraduate degrees and worked for over thirty years in senior executive roles for blue chip branded multi nationals. He is an Executive coach and an NLP trained practitioner.

As part of his business philosophy, he has always relied on research and being highly numeric, that is understanding what drives people and organisations he is a real believer in knowledge is power and let's start thinking and thinking smart are the most effective strategies for an individual to be a full master strategist.

Recognising the accelerating dynamics of change in the new Millennium the book has been written to assist people who wish to grow and survive in these challenging times. 

A writer of textbooks and journal papers, he turned his hand to writing novels in 2012. Extensively travelled for business and pleasure, it is this experience and knowledge he uses in his writing, which provides a unique insight to local places and cultures.

He lives with his wife and two Siamese cats (buddies) Southampton, he has two grown up children Rebecca and Michael.

Table of Contents

AUTHOR

DEDICATION

THE APPLICATION OF KNOWLEDGE

NUMBERS AND DATA WHISPERS TOOLS

AI AND ML

CUSTOMER INSIGHT

PERSONALISED CONTENT

OPTIMIZING SEO

PREDICTIVE ANALYTICS

CHATBOT AND VIRTUAL ASSISTANT

NATURAL LANGUAGE PROCESSING

IMAGE AND VIDEO ANALYSIS

CONTENT CREATION AND OPTIMIZATION

A/B TESTING AND OPTIMIZATION

FRAUD DETECTION

FINANCE

DYNAMIC PRICING

RECOMMENDATION SYSTEMS

MARKETING AUTOMATION

VALUE PROPOSITIONS

DIGITAL TRANSFORMATION

DATA PRIVACY AND ETHICS

AI AND AUTOMATION

CONTENT EVOLUTION

INFLUENCER MARKETING

CUSTOMER EXPERIENCE

VOICE SEARCH AND SMART DEVICES

AGILITY AND FLEXIBILITY

DATA DRIVEN DECISION MAKING

MARKETING METRICS

BIG DATA ANALTICS

READING

DEDICATION

"When my career started 50 years ago as a group product manager there was no computer power or any fancy Data Analytics at the press of a key. My tools consisted of a spreadsheet and a calculator. Every day I was chained to a desk working with a pencil mechanically working out analysis and statistics for Management report.  It was hard and time consuming but I soon realised the power of numbers.

Numbers are factual, undisputable not made of assumptions, in meetings I won arguments provided clarity, I soon became the go to person and nicknamed ‘numbers’ in this multi million business.

My many thousands of students would re call this in lectures, this book is dedicated to you".

The Author

THE APPLICATION OF KNOWLEDGE

Unleashing marketing intelligence involves harnessing the power of data, technology, and insights to make informed and strategic marketing decisions. It's about utilizing various tools and techniques to understand customer behaviour, market trends, and competitor activities, and then leveraging this information to create effective marketing campaigns and strategies. Here's a step-by-step guide to help you unleash marketing intelligence:

Data Collection and Integration: Gather data from various sources, such as customer interactions, website analytics, social media platforms, and market research. This data can include customer demographics, preferences, purchasing behaviour, and more. Integrate data from different sources to get a holistic view of your customers and the market.

Data Analysis: Utilize data analysis techniques to uncover patterns, trends, and correlations within the collected data. This could involve using statistical tools, machine learning algorithms, and data visualization techniques to derive meaningful insights.

Customer Segmentation: Divide your customer base into segments based on shared characteristics, behaviours, and preferences. This allows you to tailor your marketing strategies to each segment's unique needs and preferences.

Competitor Analysis: Research and analyse your competitors' marketing strategies, product offerings, and customer interactions.

Understanding your competitors' strengths and weaknesses can help you identify opportunities and threats in the market.

Predictive Analytics: Use predictive analytics to forecast future trends and customer behaviour. This can help you anticipate demand, adjust your marketing strategies in advance, and make more informed decisions.

Personalization: Leverage the insights gained from your data analysis to personalize your marketing efforts. Craft personalized messages, offers, and recommendations that resonate with individual customers, increasing the likelihood of engagement and conversion.

Marketing Automation: Implement marketing automation tools to streamline and optimize repetitive tasks, such as email campaigns, social media scheduling, and lead nurturing. This allows you to focus on strategic decision-making and creative aspects of marketing.

Real-time Monitoring: Continuously monitor key performance indicators (KPIs) and relevant metrics in real time. This helps you stay agile and make quick adjustments to your strategies if needed.

Feedback and Iteration: Collect feedback from customers, analyse the results of your marketing campaigns, and use this information to refine your strategies. Continuous improvement is essential for staying relevant and effective in a dynamic market.

Ethical Considerations: While utilizing marketing intelligence, ensure that you are adhering to ethical guidelines for data privacy and security. Transparency in data collection and usage is crucial to building trust with your customers.

Cross-functional Collaboration: Foster collaboration between marketing, sales, product development, and other relevant departments. Sharing insights and intelligence across departments can lead to more comprehensive strategies and better alignment of goals.

Adaptability: Marketing intelligence should be a flexible and adaptive process. Market conditions change, and your strategies should evolve accordingly to remain competitive and effective.

Promoting knowledge can mean a ton of things and with such countless stages, information, and innovations accessible nowadays, the term is tossed around decently freely. To assist advertisers with refining down what it truly means and advertisers with getting a superior image of  insight overall.

What is Advertising Insight?

Promoting knowledge is regular information that is pertinent to the showcasing endeavours of an association.

When gathered, this information can be investigated and used to pursue informed choices in regard to contender ways of behaving, items, customer patterns, and market valuable open doors.

Figuring out Advertising Insight

One of the main perspectives influencing an association's capacity to remain in front of the market is the capacity to have an exhaustive comprehension of its rivals, the condition of its industry, and the changing buyer scene all in all. With this data, frequently known as advertising knowledge, advertisers can assess their strategies and streamline future missions in view of their own experiences as well as those from across the whole business.

We should investigate what precisely advertising insight is and why advertisers can't stand to allow it to get lost in the noise:

Advertisers Can't Disregard Information Quality Report

Why is Showcasing Insight Significant?

Showcasing insight ought to go about as the directing light for your groups' choices.

By gathering and investigating relevant information about client and industry patterns and ways of behaving, advertisers can acquire an all-encompassing comprehension of what is and isn't working. This can give organizations a significant benefit over contenders, teach them about their main interest group, and assess experiences into their different items.

Advertising insight can likewise be applied to future objective setting. Defining clear objectives ahead of time can go quite far toward supporting the productivity and extent of your showcasing knowledge endeavours. Additionally, obviously characterizing the job you believe that this data should play makes it simpler to recognize the right information to pull across the media blend.

Consider deciding the KPIs of your advertising insight to assist with delineating whether your endeavours are advancing toward your characterized objectives:

Quantitative KPIs

These KPIs are the simplest to decide, as they can be straightforwardly estimated. They break down things, for example, complete income from your rivals or the quantity of items sold.

Subjective KPIs

Albeit these are harder to gauge, subjective KPIs give groups a more durable perspective on showcasing and business techniques. Here, advertisers can use pointers like client reviews, tests, appraisals and remark discussions.

Sorts of Advertising Knowledge

There are various systems that advertisers can use to determine significant showcasing knowledge. We should investigate probably the most widely recognized ways that groups can acquire a superior comprehension of the market they're endeavouring to offer to:

Centre gatherings

Centre gatherings include hand-choosing a gathering with an end goal to make an example size of their objective market. A mediator poses members a progression of foreordained inquiries to empower further conversation among the gathering. This permits advertisers to acquire understanding into the more profound assessments of their crowd, permitting them to make more educated, nuanced choices about future missions.

Surveys

Surveys vary from polls and overviews in that they ordinarily centre endeavours around a solitary inquiry. Rather than inquiries without a right or wrong answer that might be remembered for different strategies, surveys can be addressed rapidly and effectively, prompting a higher reaction rate.

Field Preliminaries

Field preliminaries are a chance for organizations to test various factors around their item or marking by permitting showcasing groups to explore different avenues regarding new drives while limiting waste in publicizing. For instance, new items might be tried in select stores, or new informing might be applied to a particular geographic district. In view of how these drives perform on a more limited size, they might be carried out to a bigger crowd.

Surveys

A survey is one more way for advertisers to contact a huge crowd size. It can assist advertisers with deciding both subjective and quantitative experiences about their clients and can be led both on the web and disconnected.

Structures

Structures are a way for advertisers to look further into their interest group's particular data, frequently connected with socioeconomics. These are normally directed by a scientist, and the objective is to acquire experiences into true information versus a client's perspective or general criticism.

Mail Overviews

Mail overviews are a savvy method for contacting an enormous crowd. While there has been a change as of late toward innovation assets, this technique can in any case be productive for associations directing effort where admittance to innovation might be all the scanter.

What is the Distinction Between Promoting Insight and Advertising Exploration?

While promoting knowledge endeavours can prompt better missions and expanded showcasing return for money invested, the genuine term is frequently mistaken for two distinct cycles: business insight and advertising research.

While the two terms assist associations with making informed, information driven choices about crusades, the distinction lies in the general objective of each. Promoting research centres exclusively around the endeavours of the particular association, assisting with acquiring clearness into specific parts of missions without giving experiences into any outside factors.

On the other hand, business knowledge centres around get-together information across business works and cycles to upgrade the productivity of every one of associations' specialties and areas.

What Does Advertising Insight Incorporate?

Advertising knowledge furnishes associations with a few particular chances to precisely explore the intricacies of the showcasing scene that are extraordinary to the organization. When done accurately, there are four sides to each promoting insight plan that assist advertisers with figuring out