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7 ways to analyze marketing data

Updated: Aug 21, 2023

Any strategic decision within a company is often the result of a marketing study. Therefore, all investigations, internal or external to a company, begin with marketing data collection. But it is necessary to process this raw data to transform it into actionable information.

I have selected the best marketing data analysis methods for you.

7 ways to analyze marketing data

1- Quantitative Marketing Data Analysis

Quantitative data analysis makes quantifying behavior, a concept, or an element possible. Statistical analysis, par excellence, is frequently used by companies for market segmentation.

It transforms the information collected into numbers. These figures can then be presented as statistical tables, diagrams, or graphs. This allows companies to understand the issues and make decisions based on data.

This data analysis technique allows the centralization and comparison of different data. It can be used to analyze responses to a questionnaire or survey.

2- Qualitative Marketing data analysis

Qualitative analysis helps to understand social phenomena or group behaviors better. It is a more analytical and descriptive approach based on interpretation.

It makes it possible to explain the meaning of behavior, to bring a new reflection to a phenomenon, and to study different facets of a concept. The qualitative approach is for non-quantifiable data.

Qualitative data analysis is used for a commercial enterprise to measure a consumer's needs, trends, motivations, and behaviors.

3- Marketing Data analysis using CRM

Customer relationship management allows you to collect and use data related to your company's customers and prospects.

CRM data processing has several advantages for data storage, management, and future business actions. With CRMs, you can:

  • Access customers anywhere and anytime.

  • Automated prospecting control

  • Share data more efficiently.

  • Follow up on prospecting.

  • Forecasting email campaigns

  • Centralize and categorize customer data.

4- Data Analysis with Business Intelligence

Business Intelligence uses technological processes to analyze and present data in a form that is more accessible for interpretation. It is mainly used to help managers and leaders in strategic decision-making.

5- Data visualization analysis

Visualization data analysis allows information and research to be displayed graphically. Data analysis is based on five categories:

  • Temporal: display in the form of calendars, line graphs, polar zone diagrams, scatter plots, etc.

  • Hierarchical: tree charts, donut charts, sunburst chart

  • Multidimensional: in pie charts, bar charts, Venn diagram

  • Networked: raster charts, word clouds, alluvial diagram

  • Geospatial: flow maps, density maps, cartograms, heat map

6- Analysis using digital marketing tools

There are many analytical tools in digital marketing. The main tools relate to site performance indicators and information related to social networks.

1- Analytics tools for websites

  • Google Analytics: an audience analysis tool that brings out data related to website traffic (volume of visits, user behavior, channels, session duration, etc. When this tool is linked to Google Adwords, it is also possible to analyze data related to advertising campaigns and display banners, cost per click, cost per acquisition, etc.

  • Hotjar: it interprets the behavior of visitors. For example, it has determined hotspots where users' mouse lingers or where its clicks.

  • My Ranking Metrics: It scans your site content for meta descriptions, keywords, H1 tags, H2 tags, HTML tags, etc. It considers the data that can affect the natural referencing of your site and gives recommendations accordingly.

2- Social Media Analytics Tools

  • Hootsuite Analytics: Provides a centralized dashboard that summarizes your activities across all your social networks. You will have indicators on all your publications (comments and response times, clicks, shares, views, video reach, go of published content, etc.).

  • Talkwalker: gives you the keywords used by your competitors and Internet users, and you can measure and filter your analyzes according to social networks. Partner of Twitter, this tool offers considerable data and as many analyses as possible abilities for that particular medium.

7- Analysis using marketing principles

1- Association Rules

Association rules help establish a relationship between two or more variables in a varied data set. They allow finding sets and reconstructing subsets of data. They allow you to define the potential future needs of your customers. For example, a person who buys flour and eggs probably purchases sugar. You can therefore anticipate requests.

Another example: an individual who buys a birthday cake has a good chance of getting birthday candles. You can offer solutions to facilitate the purchase of both items.

2- Sentiment analysis

It is based on the exploration of opinion. This analysis examines qualitative data. It interprets natural language and linguistics to identify affective states systematically. Some examples of data it will process: are comments, survey responses, interactions with content on social networks, etc.

Analyzing marketing data remains a common practice in the routine of a company. Market research to adjust our marketing strategy allows us to use raw data.

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