What is Marketing Analytics?

Let’s consider this scenario. OneCoolFintech, a leading SaaS company known for its top-rated personal finance and tax management software, has launched a new suite of tools specifically designed for small business owners to optimize tax planning and financial management. To promote this new product, OneCoolFintech executed a multi-channel marketing campaign, including social media ads, email marketing, PPC ads, webinars, and content partnerships with relevant influencers. This campaign generated a substantial increase in website traffic, particularly to the new product pages, and increased signups.

Marketing Analytics will help OneCoolFintech answer the following questions and more.

1. What is the return on marketing investment?

2. Which marketing channels are driving the most traffic, engagement & conversions?

3. What are the incremental conversions from each of the channels? How many customers would have signed up without the campaign?

4. What are the key customer segments responding to the new tools? How is each segment responding to the campaign?

5. What elements of the website and landing pages are most effective in converting visitors into users?

6. What is the overall effectiveness of the campaign?

7. How much should we spend across each channel for maximum efficiency?

Marketing Analytics involves analyzing data to plan, execute, improve, and optimize marketing strategies. Simply put, it’s the way we use data to find the best way to spend every marketing dollar.