Christophe Kuhner[Posted by , Senior Prod­uct Man­ager, Neolane]

In a pre­vi­ous post, “A 3-Step Approach to Mar­ket­ing Ana­lyt­ics”, we out­lined a sim­ple method­ol­ogy for the appli­ca­tion of mea­sure­ment and ana­lyt­ics in mar­ket­ing.  We fol­lowed that up with a more detailed look at the first step of the process: Under­stand. Con­tin­u­ing with the series, let us explore the sec­ond step, Exe­cute, to bet­ter under­stand how to effec­tively lever­age mar­ket­ing ana­lyt­ics to power your mar­ket­ing strategy.

OverviewMarketing Analytics

Once you feel con­fi­dent in your knowl­edge of the “Under­stand” step, it’s time to apply this new core com­pre­hen­sion of data-informed deci­sion mak­ing into your busi­ness strategy.

Exe­cute” refers to the test­ing and tar­get­ing that occurs across the var­i­ous aspects of a mar­ket­ing cam­paign. It also refers to the data inter­pre­ta­tion that comes from that testing.

In the exe­cu­tion phase of mar­ket­ing ana­lyt­ics, your busi­ness is using ana­lyt­ics tech­nolo­gies to mon­i­tor the behav­ior of pre-determined tar­gets and how that behav­ior is affect­ing the suc­cess of your mar­ket­ing campaign.

Objec­tives of “Execute”

Although much of the plan­ning should have been com­pleted in the “Under­stand” phase, there will be final pieces to add once it’s time to exe­cute cam­paigns. Busi­nesses must know what they intend to accom­plish with the exe­cu­tion of mar­ket­ing analytics.

  • Define cam­paign tar­gets with­out knowl­edge of log­i­cal operations
  • Select the best tar­get via scor­ing, bud­get, and other constraints
  • Make data-informed deci­sions in cur­rent and future mar­ket­ing campaigns
  • Use data insights from test results to improve mar­ket­ing productivity

Com­monly Asked Questions

  • Which pop­u­la­tion of the tar­get audi­ence is the best fit for my mar­ket­ing ana­lyt­ics program?
  • Which seg­ment of cus­tomers I should involve in my new program?
  • What will the test­ing break­down include? (i.e., social inter­ac­tions, sales, leads, page views)
  • How can I eval­u­ate the expected results of a cam­paign with the ana­lyt­ics program?

Any strate­gic ques­tions you have about your mar­ket­ing ana­lyt­ics exe­cu­tion should be answered based on the goals of your cam­paign and which pro­gram of ana­lyt­ics you have cho­sen to work with. The tech­nolo­gies that are avail­able will offer instruc­tions and infor­ma­tion on what type of mea­sure­ment, test­ing, mon­i­tor­ing, and ana­lyt­ics it offers. Based on which pro­gram you chose to use, your busi­ness will have to learn the ins and outs of the pro­gram in order to decide which seg­ments to mon­i­tor, how to cat­e­go­rize areas of activ­ity, how data can be com­pared to the expected results, etc.

Enabling the “Exe­cute” Phase with Technology

Ana­lyz­ing mar­ket­ing data should not trig­ger an anx­ious response from the cre­ative minds of mar­keters; thanks to the mul­ti­ple tech­nolo­gies avail­able to exe­cute your busi­nesses ana­lyt­i­cal needs, mak­ing a data-informed deci­sion is intu­itive and within reach for marketers.

  • Query Edi­tors: This is a clas­sic and rel­a­tively sim­ple means of mea­sur­ing data. A pop­u­lar query edi­tor is MySQL, an open source rela­tional data­base man­age­ment sys­tem that allows mul­ti­ple users to access a num­ber of data­bases, includ­ing Word­Press, Dru­pal, and Face­book, where they can find rel­e­vant infor­ma­tion and design struc­tures in code form.
  • OLAP Tech­nolo­gies: OLAP stands for Online Ana­lyt­i­cal Pro­cess­ing.  While it’s not typ­i­cally in the marketer’s ver­nac­u­lar, OLAP pro­vides multi-dimensional ana­lyt­i­cal queries, espe­cially on large vol­umes of data. This allows mar­keters to cut and layer data attrib­utes for analy­sis (e.g., all prod­ucts pur­chased in March by cus­tomers who spent more than $20 last year).
  • Data Visu­al­iza­tion: This tool of ana­lyt­ics pro­vides an image that can be used by mar­keters to ana­lyze and iso­late trends in large vol­umes of data. Mar­keters are, by nature, cre­ative, and while a spread­sheet or table could have all the answers, it might not be so obvi­ous until it’s graph­i­cally dis­played in a chart, fig­ure, or infographic.
  • Pre­dic­tive Analy­sis: A pro­gram for pre­dic­tive analy­sis incor­po­rates data from past cam­paigns and pro­vides users with access to mod­els, sta­tis­tics, and data about spe­cific aspects of mar­ket­ing that can then be applied to the cur­rent cam­paign to make pre­dic­tions about events and results.
  • Inte­gra­tion within a Cam­paign Man­age­ment Solu­tion: If your mar­ket­ing cam­paign relies on a cam­paign man­age­ment solu­tion, it’s likely that there are ana­lyt­ics capa­bil­i­ties that should be applied to your cam­paign, if they haven’t been already. The best cam­paign man­age­ment solu­tions will offer a cross-channel approach to mar­ket­ing exe­cu­tion that includes an ana­lyt­ics plat­form that doesn’t require a spe­cial­ist to decode.
  • Sim­u­la­tion: Simulation-based per­for­mance ana­lyt­ics pro­vide alter­na­tive out­comes and results for your cam­paign. Through mod­els of a vari­ety of sce­nar­ios, your busi­ness can use sim­u­la­tion ana­lyt­ics before and dur­ing cam­paign exe­cu­tion to make informed decisions.

How “Exe­cu­tion” Inte­grates in Con­ver­sa­tional Marketing

  • Exe­cu­tion is impor­tant because it helps:
  • Eas­ily obtain an effec­tive tar­get for a campaign
  • Address the best recip­i­ent when bud­gets are limited
  • Act as a start­ing point for all new campaigns
  • Improve the one-to-one rela­tion­ships of a mar­ket­ing campaign

The “Exe­cu­tion” step of mar­ket­ing ana­lyt­ics will help fur­ther your busi­ness toward send­ing the right mes­sage at the right time and tar­get­ing prospects based on indi­vid­ual per­sonas. Ana­lyt­i­cal exe­cu­tion and results pro­vide mar­keters with insight­ful data that prompts them to make deci­sions based on con­crete information.

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