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Last updated on 2024年8月27日

What new Marketing Analytics trends are you using?

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Marketing analytics is the process of measuring, analyzing, and optimizing the performance of your marketing campaigns and strategies. It helps you understand your target audience, optimize your budget and resources, and improve your return on investment (ROI). But marketing analytics is not static. It evolves with new technologies, tools, and trends that can help you gain more insights and value from your data. In this article, we will explore some of the new marketing analytics trends that you can use to enhance your marketing efforts and outcomes.

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1 AI-powered analytics

Artificial intelligence (AI) is transforming the way marketers collect, process, and interpret data. AI-powered analytics can help you automate tasks, discover patterns, generate insights, and make predictions that are beyond human capabilities. For example, you can use AI to segment your customers, personalize your content, optimize your pricing, and forecast your demand. AI can also help you create natural language reports, dashboards, and visualizations that are easy to understand and act on.

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Pravarthika Rathinakumar

Data-Driven Marketing Strategist ? BI & Analytics Specialist ? Certified Tableau Expert
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AI-powered analysis can vary for each company based on their current marketing measurement and tracking expertise. AI can examine social media, reviews, and other online content to understand public feelings about a brand or product. This helps marketers comprehend customer opinions and adjust strategies accordingly. For example, Google Trends' public dataset can assist in creating relevant and engaging captions for social media. AI can enhance Marketing Mix Modeling (MMM) by assessing the performance of various advertising channels and campaigns to determine the most effective allocation of ad spend. For instance, the results of an MMM could be used for Value-Based Bidding or DemandGen campaigns.

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2 Customer data platforms

Customer data platforms (CDPs) are software that integrate and unify data from multiple sources, such as websites, apps, social media, email, CRM, and loyalty programs. CDPs create a single view of each customer that is accurate, consistent, and accessible across your organization. CDPs can help you improve your customer experience, loyalty, and retention by enabling you to deliver relevant, timely, and personalized messages and offers across different channels and touchpoints.

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3 Real-time analytics

Real-time analytics is the ability to capture, analyze, and act on data as it happens, rather than after a delay. Real-time analytics can help you monitor your marketing performance, respond to changing customer behavior, and optimize your campaigns and strategies in the moment. For example, you can use real-time analytics to track your website traffic, conversions, and bounce rates, and adjust your content, design, and calls to action accordingly. You can also use real-time analytics to trigger automated actions, such as sending emails, notifications, or coupons based on customer actions or events.

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4 Attribution modeling

Attribution modeling is the process of assigning credit or value to different marketing channels and touchpoints that contribute to a desired outcome, such as a purchase, a sign-up, or a download. Attribution modeling can help you understand how your customers interact with your brand across their journey, and how each channel influences their decisions and behavior. Attribution modeling can also help you optimize your marketing mix, budget, and ROI by identifying the most effective and efficient channels and touchpoints.

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Caitlin Axelowitz

B2B SaaS Marketo Consultant | Marketing Operations through a Demand Generation Lens | Adobe Certified Expert - Marketo Engage | Analytics and Executive Dashboards
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My favorite setups for attribution modeling are as follows: 1) Marketo, Salesforce, and Bizible: The use of these three tools together will give you the most precise insights into the Marketing campaigns that are driving pipeline and revenue and how they're performing at each stage in the funnel. 2) Marketo and Salesforce: If Bizible isn't an option due to budget constraints or resources, attribution modeling is possible with the combination of Marketo and Salesforce alone utilizing the Marketo Program/Salesforce Campaign integration and marketing campaign reports in Salesforce.

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5 Video analytics

Video analytics is the process of measuring, analyzing, and optimizing the performance of your video content and campaigns. Video analytics can help you understand how your audience engages with your videos, such as how long they watch, what they watch, when they drop off, and what actions they take after watching. Video analytics can also help you improve your video quality, content, and distribution by providing feedback, insights, and recommendations. For example, you can use video analytics to test different video formats, lengths, titles, thumbnails, and captions, and see what works best for your goals.

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Praveen Das

Co-founder at factors.ai | Signal-based marketing for high-growth B2B companies | I write about my founder journey, GTM growth tactics & tech trends
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Focus on showcasing specific, impactful results to make a mark in Marketing Analytics. For example, share how you optimized a campaign's ROI by 25% using predictive analytics or reduced customer acquisition costs through A/B testing. This resonates with your audience—marketing managers, data-driven CMOs—who care about tangible improvements. Regularly post case studies, detailed breakdowns of analytics tools, and insights into industry trends. Engaging with relevant content and discussions boosts your visibility and positions you as a trusted expert.

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6 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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Pranav Patil

Ads Measurement & Marketing Science
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Another new trend that has emerged as a result of changes in the privacy landscape is an increase in cohort level testing and execution, such as geo lift or matched market testing. Marketers may now understand the incremental results of their marketing initiatives without having to use or share user-level data.

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Praveen Das

Co-founder at factors.ai | Signal-based marketing for high-growth B2B companies | I write about my founder journey, GTM growth tactics & tech trends
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1. Use Signals-based marketing to identify accounts in the research or decision phase and target them effectively. 2. Track spikes in LinkedIn/Google ads to engage when investment increases. 3. Spot shifts towards new growth channels for complementary offers by analyzing Google Display Network activity. 4. Monitor job openings/headcount growth as indicators for potential productivity tool investments. 5. Target new CMOs/CROs who may be re-evaluating their GTM stack. 6. Engage when tech products are added or removed to pitch your solution.

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What new Marketing Analytics trends are you using?

1

2

3

4

5

6

1 AI-powered analytics

2 Customer data platforms

3 Real-time analytics

4 Attribution modeling

5 Video analytics

6 Here’s what else to consider

Marketing Analytics

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感谢您的反馈

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What new Marketing Analytics trends are you using?

1

2

3

4

5

6

1 AI-powered analytics

2 Customer data platforms

3 Real-time analytics

4 Attribution modeling

5 Video analytics

6 Here’s what else to consider

Marketing Analytics

给文章评分

感谢您的反馈

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