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What is Analytical Marketing (Marketing Analytics)?

In this article we talk about what Analytical Marketing is (Marketing Analytics), how to apply it and why it is essential to improve your business results.

In this post you will see:

Analytical Marketing: data and technologies to support your strategy

Marketing is known for being a sector that relies on creativity, experience and intuition. However, there is a part that many people are unaware of, but that has great strategic importance: Analytical Marketing.

in the age of Transformation, companies that know how to offer the most appropriate solutions come out ahead. In other words, they take advantage of data analysis to develop and sell what really generates value for the consumer. And companies that don't adopt Analytical Marketing mean they are walking in the dark. Without knowing where they come from, if they are doing the right thing and where they should go, it is difficult for them to achieve the results they expect.

This is an analytical aspect of marketing that allows create more accurate and assertive strategies based on data. Decisions, campaigns and creativity must be based on performance analysis so the company does not get lost along the way.

See what we have prepared for you in this article:

What is Analytical Marketing?

Analytical Marketing (Marketing Analytics) is a marketing front that consists of the use of data and technologies to support campaign decisions. It is the area that dive into the data to understand what results were achieved, whether the company is on the right track and what trends are coming.

Having a lot of data, in itself, means nothing if the company doesn't know how to deal with it. So, Analytical Marketing is a front dedicated to creating a structure and a data driven culture, the company starts to track, collect and analyze data strategically, in order to achieve its marketing objectives, which encompasses all data related to marketing, whether from online or offline channels.

Analytical Marketing is like a translator who evaluates campaign performance and answers your business’ main questions:
  • How much should I invest in marketing campaigns?
  • What are the best channels to invest in and which could give me the most conversions?
  • How have visitors interacted on my website? (Where they click, where they look, what they read). How is this performance, in relation to conversions?
  • Which campaigns and where exactly are our visitors coming from?
  • What keyword gaps am I not using in relation to my competitors?
  • What is the outlook and metrics of my competitors on the internet?
  • Which keywords are strong and weak for my business? Which ones should I buy, deny or shield?
  • What are the next investments I should make to generate better results?

Who does what?

Analytical Marketing Bytebio - Table

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Marketing Analítico Bytebio
● Definition of metrics (KPI's)
● Delivering value to the operation
● Delivering value to the business
● Analysis (UX, Data, Fraud)
● SEO Analytical
● Competitor Analysis
● 360º Analysis of Campaigns
● Process optimization
● Artificial Intelligence
● UX
● WITHOUT and SEO Coach
● CRM
● Communication systems
● Branding
● Marketing plan
● Campaign planning
● Social media management
● Channel management
● UTM Strategy and Management
● Advertising publishing
● Operation of the tactical plan
● Data-Driven 360º and Dashboards
● IA Ads / IA Copy
● Efficiency (Resources) / Effectiveness
● Prediction
● ROAS / ROI
● Route adjustments (strategic/tactical)
● Business intelligence (Data)
● Data structuring
● Implementation of processes (BPM)
● Web Technologies
● Development / Automations
● System integrations
● Generation of consistent data
● Conducting MKT activities
● Creation (Creative / Production)
● Copy / SEO
● Budget management
● Campaign management
● Media management
● Analysis of media results
● Reports
This article may interest you "4 best BI tools that are essential for your business". Check out!

What are the benefits of Analytical Marketing?

Businesses that are able to use data to understand these scenarios will take advantage of opportunities and reduce risks, being able to get ahead of their competitors.

Next, you will see how the Analytical Marketing can bring benefits to your business:

Measurement
of ROI

Assertively evaluate the impact of campaigns and strategies on the company's cash flow and focus optimizations on financial return.

Consumer behavior

Data about the audience profile on different channels and how people behave on your website and react to your strategies.

Stay focused on goals

adopt the Marketing Analytics It is a way of keeping the team always aligned with the micro and macro objectives set by the company.

Monitor competitors

Analyze and collect data on the performance of your competitors, which strategies are working and how to prepare to face them.

Strategy alignment

Analytical Marketing helps you place your efforts in line with your business’s objectives and strategy.

Increases clarity in actions

It provides more clarity on the actions and investments that really bring better results.

Invest only in what works

Data helps lead to more accurate and consistent decision-making
what your business needs.

Opportunities and trends

Predictive analysis allows your business to prepare for risks and opportunities that anticipate what is to come.

What are the main technologies used in Analytical Marketing?

The use of technologies facilitates vision and helps the professional to quickly analyze. Applying these technologies is not mandatory, but they optimize Analytical Marketing (Marketing Analytics). See some of them here:
The tools become essential from the moment the analyst understands valuable data for business strategy.

Web Analytics:

Integrating your website into Google Analytics you will have real-time data and in addition to measuring the performance of all the website's input channels, including email marketing campaigns, Google Adwords, organic traffic (SEO), social networks, direct traffic, among others.

Google Analytics (GA4)

Google Adwords is one of the tools that generates the most revenue and successful campaigns in digital marketing.digital and having a website integrated with this tool can attract countless qualified visitors.

Google Adwords (GADS)

Having your website integrated with Google Search Console is essential for you to optimize your website for Google searches. Knowing how to use it can be a challenge, but the results are worth the effort.

Google Search Console (GSC)

With GTM it is possible to insert just one code on a website, and then install different services without having to touch that code. By centralizing code management in GTM, marketing gains autonomy, improves productivity and reduces IT costs.

Google Tag Manager (GTM)

Events are user interactions with content that can be measured independently of a web page or screen loading. Downloads, link clicks, form submissions, and video plays are examples of interesting actions to analyze as events.

Event tracking

Conversions and Goals

SEO Advanced:

Imagine being able to reverse engineer SEO, content marketing and the social media strategy of your main competitors.

It allows you to gain insight into the strategies that are working best on other sites in your niche, so you can adopt these strategies, improve them, and gain a competitive advantage.

Domain Overview

This is your overall score SEO on-page for all pages scanned during the site audit. 0 is the lowest possible score and 100 is the highest. With a score of 84, my site is rated “great.” In addition to this, there are other metrics, such as backlinks.

Score SEO

Your users expect your website to load quickly. Without this, you could lose a lot of traffic.

If your website is not fast, both your audience and Google will have a bad opinion of it.

Speed

Know the traffic volume of your website's keywords and find the number of potential customers searching for these keywords. Trends - track how search volume changes over time.

Keyword Analysis

Do you need more keyword ideas? From main keywords to long-tail phrases, we can suggest hundreds of suggestions with search tools. SEO advanced. You will also be able to know the search volume, competitor analysis, and even seasonal trends for each keyword.

Keyword Ranking

Integrity check – Overall health of your website pages.
Critical errors – Issues that have the greatest impact on the integrity of your SEO
Warnings – Less impactful issues that still deserve attention
Recommendations – Recommendations to consider, but which do not have much impact on the integrity of your SEO

Improvements for SEO

We offer reports for improvements SEO.
Competitive analysis helps you discover where your competitors are and what makes them more visible on the internet. The goal is to understand what is working for others in your industry so you can make those strategies work for you, too, to gain a competitive advantage.

Competitor analysis

Data visualization:

Sales Intelligence records how much money was invested in the advertising channel and how much was gained (ROI) from internal sales.

According to the results, we can conclude about the effectiveness of the advertising media we have and distribute the budget. This tool is a resource available on the platform Bitrix24.

Sales Intelligence

"From side to side"
Bitrix24
See the article "What is Bitrix24?" and see
how it can transform your business
O CRM optimizes work with customers and accompanies them from the first contact to the sale. Having the website integrated with a CRM can bring benefits such as a good experience in commercial operations and optimization of sales team processes, in addition to contributing effectively to internal and external communication with customers (telephone, email, WhatsApp, etc. ).

With data from the entire journey, see and follow it in Analytical Dashboard, brings more clarity, vision and new insights to the business.

CRM

"Customer relationship management"
Analytical Panels with consolidated data from different sources, with views that provide exactly what you need to "see" your business and obtain the necessary insights. As Bitrix24, we can use Power Data and extract the data from your CRM to build dashboards in real time.

Real-time dashboards

The tool offers a two-dimensional presentation with different colors and based on consumer movement in certain areas, the system determines whether the products in that region are attractive or not to the consumer.

Heat map

Observing how customers behave on your website can help you improve performance and facilitate commercial service.

Screen recording (visits)

Bytebio Marketing Analítico
Brazilian General Data Protection Law (LGPD)
DNS Management
Transactional Emails
Security
Cookies
Live Chat
SEO
Cache Strategies

How to apply Analytical Marketing in your business?

You may have noticed that the Analytical Marketing accumulators is a competitive advantage. Soon, this will be as important as having a website or positioning your company on social media. Although not yet widespread among marketers, the use of data-driven marketing is increasing its own value.

To align marketing efforts with business goals, planning is necessary. However, beyond this, the most relevant data must be collected to make more decisive decisions. After all, not all numbers are important to measure the results of a strategy.

In addition to creating dashboards For analysis, you also need to create reports to present to clients, managers, managers and colleagues. Note that for each person the presentation of indicators are different focused on the strategy of each business.

Next, you will see how Analytical Marketing can be applied to your business:
Investment in Technology

Invest in technology

The use of technologies facilitates vision and helps professionals to analyze quickly.
Empower your team

Empower your team

Empowering the team with tools that are focused on data and results brings great results.
Investment in management software

Focus on management

Invest in management software and other tools that optimize the flow of information between your teams.
Investment in integrated data

Integrated data

It is very important to have a single, integrated version, with real-time updates.
Data extraction for better strategies

Valuable information

Use data to your advantage, extract the best insights and create strategic actions based on the results
Results monitoring

Monitor results

Monitoring indicators is essential to say what is actually happening in your business.

Who should do Analytical Marketing?

Data analysis is not exclusive to a professional, nor to a certain area of ​​the company. From the analyst to the manager, Analytical Marketing must involve the entire team. Everyone must collect, analyze and present data according to their level of performance.

Therefore, it is not enough to hire tools and push them to employees. It is necessary to carry out training, guidance and, most importantly, establish a data driven culture. As this culture strengthens in the organization, decisions cannot be made without looking at the data.

If your future is full of uncertainty, then your business needs a analytical marketing professional to minimize risks and adopt the best approach. Therefore, failing to make decisions based on assumptions, opinions and intuitions will put your company on the wrong path.

Do you still have questions about what Analytical Marketing is or do you want to join your business? A Bytebio has consultants specialized in Analytical Marketing. Speak to one of our experts:

Learn more about

Glossary in Digital Marketing

40 acronyms and terms used
Technical terms should belong to the world of anyone who wants to boost their digital marketing business.

To help you with this task, we have separated 40 digital marketing terms and acronyms that every entrepreneur should know! Check out our list below:

marketing automation: when digital marketing steps become automated and, therefore, it becomes easier to scale results.


Scope: number of people who viewed a post or campaign you ran.


Organic reach: number of people who viewed content naturally, without any paid investment for this.


Paid Reach: number of people who viewed content because there was an investment paid for it.


Application Programming Interface (API): group of standards for software, applications and other web platforms to develop and communicate.


Banners: image or video, usually promotional, that appears at the top of online stores to attract consumer attention.


Black Hat SEO: illicit strategies or that use cheating to better position a website on Google.


Blog: set of texts published on the internet. It is possible to have an entire website in blog format or include a blog session on an institutional website or within an e-commerce, for example.

CAC (Customer Acquisition Cost): amount spent on marketing and other strategies to acquire a new consumer for the business. It is calculated by adding up the entire amount invested and dividing this number by the total number of customers acquired within a period.


Conversion: happens when the consumer buys a product, hires a service or performs some action desired by the company.


CPC (Cost Per Click): value that is deducted from a budget every time a consumer clicks on a link. It is widely used in sponsored link campaigns, the objective of which is to get the consumer to click on an advertisement and go to the advertiser's website.


CTA (Call to Action): call for the consumer to perform an action, such as purchasing, downloading or signing up for a newsletter.

Engagement: participation of a user in any of your material. The main types of engagement on social media are: comments, likes, reactions and shares.


Guest post: text published on your blog by a guest.


Inbound Marketing: new marketing trend in which the brand arouses the customer's interest and makes them come to it.


Landing Page: page intended for a type of conversion, mainly for creating leads.

Lead: person who demonstrated interest in your market, products or brand through registration.


Sponsored link: Search engine advertising, like Google, which allows brands to create ads related to a user's search.


Link building: strategies that make other relevant websites, in the same segment, point to yours. Link building is an important marketing tactic SEO.


mobile-friendly: websites, applications and other web content that are also designed for mobile devices, such as smartphones and tablets.


outbound marketing: more traditional marketing, in which the brand seeks out the consumer and tries to convince them to buy.


opt in: when the consumer, declaredly, expresses the desire to receive content from a brand, usually by email.


Keyword: term used as the focus of a campaign or action. It can be used to classify your ad or to target advertising, for example.


Page rank: Google algorithm used to evaluate and rank websites in the results pages from most relevant to least relevant.


Page-view: number of views of a page on the internet.


Human: customer profile created to guide marketing and sales strategies.


Advertising: Content sponsored by a company and published on a content channel, such as a blog or portal.


Remarketing: strategy whose objective is to identify consumers who have shown interest in a product and invite them to finalize the purchase, through advertising and e-mail marketing.


Responsive: applications, websites and other web content that are mobile-friendly, that is, they are available for mobile devices.


ROI (Return on Investment): return on investment made in a campaign. It is calculated in two steps. First, you must subtract the cost of the campaign from the revenue generated and then divide the total by the cost. Then, multiply the result by 100.


Targeting: act of dividing the same audience into groups to ensure that marketing campaigns are always targeted at the right personas.


Search Engine Marketing (SEM): digital marketing strategies (including paid media) that aim to highlight a website on search engine pages, such as Google.


Search Engine Optimization (SEO): set of strategies that a website can adopt to position itself better in search engine results organically.


SERP: name given to the result pages that Google presents after a user performs a search.


Open rate: number of opened emails divided by the number of emails received by your contacts.


Click-through rate (CTR): number of clicks a piece received divided by the number of views. It can be used in tools such as email marketing and social media posts.


A/B test: test that consists of presenting two different elements to the public and evaluating which one obtains the best results.


Visitor: person who visited your website, blog or e-commerce.


Visit: number of times someone accessed your website, blog or e-commerce.


White hat SEO: tactics to better position your website on Google that are accepted and recommended by the search engine.