Marketing analytics in Tableau

Marketing Analytics in Tableau

Mariam Ibrahim

Managing Data Analyst, IBM

What is marketing analytics?

  1. Analyzing data to understand performance
  2. Designing metrics to reflect performance
  3. Tracking metrics over time

Marketing analytics is a way to yield a cycle of continuous improvement

Integrated analytics in marketing: effective 15 - 20% increase in budget

1 Bhandari, Singer, and Van Der Scheer: Using marketing analytics to drive superior growth
Marketing Analytics in Tableau

Marketing analytics: a spectrum of activity

Marketing analytics:

  • Descriptive statistics
  • Complex modeling (like neural networks)

$$

Marketing focus:

  • Customer acquisition
  • Customer retention

Marketing channels:

  • Email
  • Paid social
  • Affiliate
  • Paid search
  • TV, podcast, etc.
Marketing Analytics in Tableau

Data classifications

Data Classifications - first party data.png

Marketing Analytics in Tableau

Data classifications

Data Classifications - second party data.png

Marketing Analytics in Tableau

Data classifications

Data Classifications - third party data.png

Marketing Analytics in Tableau

Following the cookie trail

Cookie trail - accesses website

Marketing Analytics in Tableau

Following the cookie trail

Cookie trail - cookie generated

Marketing Analytics in Tableau

Following the cookie trail

Cookie trail - information stored

Marketing Analytics in Tableau

Following the cookie trail

Cookie trail - return to website

Marketing Analytics in Tableau

Following the cookie trail

Cookie trail - information updated

Marketing Analytics in Tableau

Marketing campaigns

Marketing campaign: series of advertisements sharing a single idea or theme

An Instagram ad

A billboard ad

A newspaper ad

Marketing Analytics in Tableau

Marketing goals

Marketing focus:

  • Customer acquisition
  • Customer retention

$$

Campaign Goals

  • Reduce cart abandonment (drives customer acquisition)
  • Personalizing product recommendations (drives customer retention)
Marketing Analytics in Tableau

Let's practice!

Marketing Analytics in Tableau

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