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Data analytics: Where it matters

Businesses and marketers are advised to use data analytics to monitor as well as measure performance of marketing campaigns.
By International Institute of Digital Marketing |
Data analytics: Where it matters

The 2014 CMO Pulse Survey was a two-month initiative of Korn Ferry, an executive research firm. They surveyed 215 Chief Marketing Officers (CMO) and Senior Marketing Executives who said data analytics was most helpful in measuring business outcomes of creative programs.

Data analytics also help marketers leverage on customer data to support intuitive hypothesis, understand their behavior well enough to personalize their experience, and reflect patterns to predicting future trends.

Although, there is no one-size-fits-all formula to interpreting data, the marketing objectives you’ve set for the campaign can help you measure its success. Developing the skill to interpret and visualize data can be achieved with practice and learning from analysts.

Keep in mind though that data analytics is not the same as data interpretation. For instance, simply stating the number of conversions your campaign generated will leave your audience confused as opposed to having an assessment or story behind the figure. 768,232,232 impressions or 768,232,232 impressions is a 31% increase from our target. Which makes more sense to you? – The latter, right?

Peach Natividad, Digital Strategy Director for McCann Worldgroup shares in the Digital Marketing Analytics Specialist Track of the Certified Digital Marketer (CDM) Program how to create a story to brighten up your analytics report. Peach gave students tips and insights on how to translate simple digits to mean significant campaign outputs.

Use data analytics to monitor and measure the success of your campaigns. Learn how to interpret and make data-driven choices for optimized marketing campaigns.

Start learning today. Classes start on October 23, 2014. Register at or call 927-0096, 0928-506-5382.



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