Use Marketing Analytics To Support Your 2023 Marketing Strategy
Forrester, January 30th, 2023
Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives - including channels, programs, campaigns, and tactics - to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives.
You probably already have basic marketing measurement approaches running - whether it's last-touch or a 30/60/90-day analysis of your email campaigns. That's a good starting point. But you need to amp up your marketing analytics strategy. Advancements in machine-learning algorithms bring precision and depth to marketing analysis that helps marketers understand how marketing details - such as platform, creative, call to action, or messaging - impact marketing performance. Predictive analytics and optimization models take backward-looking performance and identify future marketing investment opportunities to better reach prospects and engage with new customers.