How Marketing Analytics Influences The Actual Marketing Activities?

— The Introduction of Big Data Analytics Projects in Marketing Analytics

(For Chinese version please look into the article here)

Data analysis is impacting more or less in many industries. However, the definition of data analysis still varies a lot due to the variations of actual data applications. In some industries that require less data analysis, the majority request is to collect data, clean data and visualise data. While some industries such as Finance, E-commerce, data analysis is to analyse the actual impact to some business scenarios, and to deep dive the potential patterns/trends, and then based on the understandings from different relevant business units the action plans will be discussed and implemented to experiment the result for the next level improvement. This cycle is a more rigorous and scientific process. These different applications are called ‘data analysis’ for outsiders which causes the understanding variations.

What is the data analysis application in marketing department? Beyond the basic data cleansing / aggregation, data can make huge impact for marketing team. It could influence the business directions, money investment, user targeting and re-targeting, etc. To understand these, the major marketing data analysis helps to build the foundation.