DEVELOPING

A MARKETING
ANALYTICS
PROCESS

HOW-TO GUIDE
 Developing a Marketing Analytics Process
HOW-TO GUIDE

Marketing analytics, if used correctly, are a tremendous decision-making tool. They can help
marketing executives increase their understanding of critical business functions like customer
interactions and market campaign performance. Develop a repeatable marketing analytics function
to improve decision-making and project selection.  

Use Demand Metric’s downloadable Market Research Report to organize

your next Analytics project.

Benefits
Marketing analytics programs are comprised of processes, tools, and techniques for analyzing &
converting business data into usable, decision-making information.

See this map on the different types of business analytics.

Predictive Modeling — deploying statistical modeling techniques to predict customer behavior,

supporting business decision-making & forecasting.

Customer Segmentation — classification or other techniques to categorize customers into

groups, enabling campaign customization.

Strategic Data Analysis — analysis of key data trends to conclusions with significant business
meaning and strategic impact.

Bottom Line
Many analytics project fail because their focus is not on the results they are supposed to
deliver. Develop a standardized marketing analytics process to increase visibility and support
business decision-making.

2 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

 Action Plan
STEP 1 - Understand Information Required

Understand
1 Information
Required
Managing Static and
Dynamic Data

Determine
2 Frequency of Determine which decisions
Reporting you need to support, and
identify which metrics can
provide insight.
Standardize
3 Analytics
Use our Market Research
Report template to document
Process
your research problem. Next,
ascertain if the information you
require is accessible.
Ensure Clean &
4 Accurate Data

Apply Techniques
5 & Evaluate Results

Market Research Report

Deployment VIEW RESOURCE

6 of Analytics
Program

7 Stay Proactive
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Research
Tools
Training
Software
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of practical marketing tools and templates,
all ready for you to customize.

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Playbooks & Training
Toolkits Courses

Stay on top of the marketing

Our Playbooks are built with best
practices in mind. They contain
proven processes and a detailed
action plan that will help you achieve
your objectives and deliver results.
landscape and learn new skills. Our
on-demand video training courses
will help you and your team build
effective marketing processes on
more than 20 topics.

Webinars Tools &

Templates

Having clear insight into

Industry professionals,
thought leaders, and
Demand Metric analysts
share research results
and best practices that
will help you achieve
the best results.
both key metrics and what’s
behind them is necessary
to improve your end results.
Demonstrate the value your
marketing organization is
delivering with our tools
and templates.

Reports &
Guides

Based on surveys conducted with our member base, we share

how your peers are tackling a broad range of marketing topics
in different formats such as Benchmark Reports, Solution
Studies, Frameworks, and How-to Guides.

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It’s time to optimize your
core Marketing Processes.

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