How do you use descriptive analytics to monitor and evaluate your marketing and sales performance and ROI?

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Descriptive analytics is the process of summarizing and visualizing historical data to understand what happened in the past. It can help you monitor and evaluate your marketing and sales performance and ROI by providing insights into key metrics, trends, patterns, and outliers. In this article, you will learn how to use descriptive analytics to answer four common questions that can help you improve your marketing and sales strategies and outcomes.

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Larry Gordon M.A.

Senior Manager Accenture Song | Intelligence

1 What are your marketing and sales goals and KPIs?

Before you can use descriptive analytics, you need to define your marketing and sales goals and key performance indicators (KPIs). These are the specific, measurable, achievable, relevant, and time-bound objectives and metrics that you want to track and improve. For example, your goals could be to increase brand awareness, generate leads, convert prospects, retain customers, or increase revenue. Your KPIs could be metrics such as impressions, clicks, conversions, retention rate, customer lifetime value, or return on investment (ROI).

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Larry Gordon M.A.

Senior Manager Accenture Song | Intelligence
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In my experience goals are most easily achievable when they are scoped into customer life cycle moments. For instance, increasing brand awareness is a goal suited for prospects while customer retention is best suited for building loyalty. KPI's should then be pinned to these customer moments so that as an analysis has proper context.

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2 How do you collect and organize your data?

To use descriptive analytics, you need to collect and organize your data from various sources, such as your website, social media, email, CRM, or analytics tools. You need to ensure that your data is accurate, consistent, and complete, and that you have a clear data governance policy and process. You also need to segment your data by relevant criteria, such as customer profile, channel, campaign, product, or region. This will help you analyze and compare different segments and identify opportunities and challenges.

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Larry Gordon M.A.

Senior Manager Accenture Song | Intelligence
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In my experience the aggregation component introduces the most challenges as you are dealing with data from disparate systems. Ensuring that each source system has a unique ID that is extensible across all other data sets is a core consideration. This is also where limitations or nuances in the completeness of the data are identified. Once the data is stitched there should be a detailed cleansing and scoping procedure that accounts for any differences in collection methodology. For instance, duplicative customers, one to many relationship with ID's or ill-formatted values.

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3 How do you visualize and communicate your data?

To use descriptive analytics, you need to visualize and communicate your data in a way that is easy to understand and actionable. You can use different types of charts, graphs, tables, dashboards, or reports to display your data and highlight the key findings and insights. You need to choose the right visualization method for your data and audience, and use clear labels, titles, legends, colors, and annotations. You also need to tell a story with your data, and explain the context, meaning, and implications of your analysis.

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4 How do you use your data to make decisions and take actions?

To use descriptive analytics, you need to use your data to make decisions and take actions that can improve your marketing and sales performance and ROI. You need to interpret your data and identify the strengths, weaknesses, opportunities, and threats of your marketing and sales strategies and activities. You need to test, optimize, and refine your marketing and sales tactics and channels based on your data and feedback. You also need to monitor and evaluate your results and impact, and adjust your goals and KPIs accordingly.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use descriptive analytics to monitor and evaluate your marketing and sales performance and ROI?

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1 What are your marketing and sales goals and KPIs?

2 How do you collect and organize your data?

3 How do you visualize and communicate your data?

4 How do you use your data to make decisions and take actions?

5 Here’s what else to consider

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