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RESEARCH, ANALYSIS & TRENDS





Analysis tools for marketing are hot in

demand, running like clockwork




transformation etc. and are used here to no surprise as
well to perform better.


The advantages, such as transparency, comprehensi-
bility and practicability, are simply significant and the
reason why this trend will continue to grow.

Marketing has become too complex to be managed
without analytics

Experts noticed for a long time already that analysis
tools are getting more and more interest from business-
es. Decision-makers in general have long recognized
that analytics are useful and are needed to uncover
causes and predict behavior, let alone lining up the
necessary steps. Our marketing world has simply be-
come too complex by now to do without them.

Those who work with customers keep themselves usu-
ally busy with just certain aspects of a larger whole,
hence, tools are urgently needed to get the big picture.
Interestingly, the clients of marketing agencies them-
selves demand it. Understandably, they want on the
one hand to comprehend the analysis and implementa-
tion, on the other hand, they naturally want to know
what they can do with the results in practice, which
Marketing efforts are often hard to quantify in terms of means, knowing "What are the next steps? What does
dollars, revenue or impact, which is the main reason this mean for the employees and the company's future,
why executives are increasingly demanding more tangi- etc.?”
ble and quantifiable metrics to show ROI. As a result,
novel marketing analytics tools and technologies are They want tools that visualize results, simplify process-
constantly cropping up, and investors are increasingly es and clearly work out what to do. In this way, it is also
willing to cough up cash for the development of new more likely to win the entire workforce over. Because,
innovative solutions, as spending on marketing analyt- only those who understand what is done in what way -
ics is expected to nearly double over the next two and above all why - can make an important contribution
years. and support the success of a project.

Nevertheless, marketing analytics still seems to be in The big picture is needed
its infancy, as many marketers are still struggling to get
a grasp on which metrics to track. Well, there are no Only if several tools are used together for an evalua-
two ways about it that learning to pick and handle the tion, is it possible to have an overall picture. Only then
appropriate analysis tools will be crucial to survive in you can look for possible interfaces that bring more
today’s very competitive marketing industry. Especially results together and provide a comprehensive view –
all those who know how to tap big data most effectively the big picture. What is most important here is that the
will stand out and achieve excellent results, coming client can relate to the processes and understand it to
closer their ultimate goal which is to find out in real- initiate and implement the next steps in practice. As
time, which messages are working best, with which usual, the aim is to recognize the strengths and weak-
kind of consumer, in which context and media, in order nesses of a business in order to deal with it properly.
to adjust and optimize marketing messages according- By using the analysis results, the optimum market posi-
ly. tioning gets easier, because more targeted responses
can be delivered even faster.
In fact, analysis tools are increasingly being used for
issues such as executives or team development, lead- By making the big picture more tangible, tools for anal-
ership, headhunting, process optimization, recruiting, ysis contribute to transparency and comprehensibility. ◊

By Daniela La Marca
4 Asian eMarketing September 2015: Marketing Analytics & Search
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