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5 analytical marketing tips to improve your strategy

Boost your marketing strategies: discover how to collect, analyze and apply data with 5 analytical marketing tips to elevate your results

First of all, we know that the main objective of any brand operating in the market is achieve better results, and thus become competitive. However, for this objective to be achieved, it is necessary optimize internal processes, in order to qualify the products, services and even the relevant activities.


To truly understand what we should improve, optimize, develop or reduce, it is necessary to rely on data (data driven), and not in “guesswork”. And in this regard, we can see the due importance of marketing analytics.


even being a marketing area very important in current contexts, many entrepreneurs and professionals in the field are still unaware of its concept and, consequently, its main applications.


Do you want to know more about the subject and what are the main characteristics of this strategy? So check out our post until the end and ask your questions.

After all, what is analytical marketing?

First of all, we can define that the Marketing Analytics - also known as analytical marketing — as the process of measuring, managing, and analyzing marketing and performance data to understand what’s working and what’s not in your Marketing campaign.

This way, we are able to make more informed decisions about how to direct the brand’s marketing efforts.

In a practical way, analytical marketing includes the data collection and analysis sobre or website traffic, conversions, conversion rate, sales, return on investment in advertising campaigns, and several other relevant processes.

A marketing analysis may also include the use of data analysis tools such as Google Analytics, dashboards, among others, to understand how customers interact with your company and to identify opportunities for improvement.
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What are the advantages and benefits of analytical marketing?

From what has been said, we can easily identify some of the benefits and advantages that analytical marketing offers. Let's look at some of them:

1. Data-driven decisions

The first advantage that we can see with the use of analytical marketing is the fact that, through it, we can make more solid and informed decisions. By collecting and analyzing data, the professionals in charge can generate strategies with greater confidence, taking fact-based marketing decisions, and not just on guesswork or intuition.

2. More efficient and optimized campaigns

In addition to improving decision-making, analytical marketing also allows you to identify which strategies and tactics are working and which are not, enabling marketers to adjust their campaigns to obtain more efficient results.


In addition, with real data on behavior, geography and demographics, it is easier to segment and target campaigns to people who really fit with the company's offering.

3. More detailed context of the target audience and persona

Using data on consumer behavior, marketers can better understand their target audience and create more relevant campaigns and effective, reducing unnecessary costs and contributing to a ROI increasingly sustainable.

4. Real-time analysis

We still have the opportunity to track campaign performance in real time, which allows you to quickly adjust them if necessary.


This process also allows marketing professionals evaluate the return on investment of each campaign and make informed decisions about how to allocate the marketing budget most effectively.

5. More focus on teams

When we went to evaluate the performance of strategies that were prepared, it is possible to identify whether they are being conducted in accordance with the team's strategic planning – whether in the short, medium or long term. In this way, it becomes possible to keep teams increasingly aligned with competitive purposes, whether in the micro or macro aspect of the corporation.

Team performing Analytical Marketing for Marketing Campaigns
Team is analyzing data to improve the performance of marketing campaigns
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In practice: how does analytical marketing work?

Understanding the concept and importance of analytical marketing As a competitive strategy in a company, its functionality is quite simple – but it must be executed with caution. In general, the steps of analytical marketing are as follows:

  • Marketing Objectives in Analytical Marketing
    Identification of marketing objectives
    Long before starting to collect and analyze data, it is important to be clear about the marketing objectives you want to achieve. This will help determine what data is relevant and how it should be measured.
  • Data Collection for Analytical Marketing
    Data collect
    There are many different sources of data that can be used for marketing analytics, including your company website, social networks, online advertising platforms, among others.
  • Data Analysis in Analytical Marketing
    Data analysis
    After collecting the data, you need to analyze it to understand how it relates to your marketing objectives. This process should preferably be carried out with the help of data analysis tools.
  • Decision Making in Analytical Marketing
    Making decisions based on collected data
    By data analysis, marketers will make informed decisions about how to adjust their marketing strategies and tactics to obtain more effective results.
  • Performance monitoring and measurement
    Monitoring and measuring performance
    In general, analytical marketing is not a one-time process. Is important track and measure the performance of marketing campaigns regularly, in order to assess whether they are achieving the established objectives and also whether there is a need to make adjustments to qualify the results.

5 analytical marketing tips to improve your strategies

Just like any tool or process, there are very common errors that need to be avoided, If you want boost your strategies and campaigns. We will comment on some of them below:

1. Not documenting results

In general, it is practically impossible to analyze the performance of a strategy if there is no record of it. And in this context, we are not just referring to performance data, but also in the objective documentation, goals, plans, and whatever else is appropriate to document.


According to a survey carried out by Content Trends in 2019, it was found that only 36,6% of businesses had some type of already documented strategy! Therefore, it is crucial to invest in documenting processes related to analytical marketing, as this is one of the main errors that make this strategy inefficient or completely out of context.

2. Focus solely on tools and applications

In fact, the tools and applications are essential to make the analytical marketing strategy increasingly efficient. However, several organizations focus only on them, believing that because they are technological and intelligent they can solve everything.


As a result, brands forget that, no matter how intelligent and technological a hardware, there are activities in analytical marketing that still depend on human capital.

3. Wasting time

Wasting a lot of time on analytical marketing process It's a pretty common mistake. And this happens for numerous reasons, such as:


  • Lack of a strategic plan drawn up. As a result, no one will know what will be the most relevant data to be collected and analyzed;
  • The company does not invest in tools for automation of activities, causing processes to be conducted in an extremely manual manner;
  • There are no highly qualified and dedicated professionals. Then, the data analysis tends to stay in the background.

4. Not investing in organization

Who works or is starting to work with analytical marketing, you know that this process requires extreme organization. This is because those involved in the area tend to handle a wide range of data, from various sources. So there is a very evident complexity in this tool.


Therefore, it is necessary to find a way to organize all this data and processes. An example to mention is the importance of categorizing them into groups, adopting nomenclatures, and even marketing channels. In addition, establish a calendar to monitor the most important metrics.


Actions like these will further optimize your routine, and will prevent you from getting lost in the data and ending up with information intended for the wrong strategies.

5. Ignoring the potential of visualization

It is not now that we know that the data presentation for immediate superiors it is important. However, if you bring this information to them in any way, you may end up frustrating expectations, and furthermore, not being able to effectively convey the message you want.


For this reason, this is one of the most essential functions of data visualization! It has the power to transmit information more precisely and quickly, not to mention the potential for enchantment. So don't forget to invest in a detailed visual process and very beautiful when presenting this data in marketing reports.

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Conclusion

As we saw, the analytical marketing is of paramount importance for a business. After all, the market is increasingly competitive, and therefore, it is crucial to have strategies to leverage results and generate competitiveness.
It is time, therefore, to invest in digital transformation and analytical marketing to improve your strategies and campaigns, since the possibility of delivering increasingly better offers to an audience that is completely fit with your brand becomes much greater.

If the content of this article interested you, Contact Us to find out what our team can do for your business. If you want to know more about the topic, visit our information page. digital marketing solutions.

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