Marketing analytics or analytics in general is becoming more and more important to business with each passing year. As technology is increasingly entering into the marketing discipline so is the ability to gather and analyze data. This trend will continue into the foreseeable future.
SAS (https://www.sas.com/en_us/insights/marketing/marketing-analytics.html) says of marketing analytics:
Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives. This is accomplished by measuring performance (e.g., blogging versus social media versus channel communications). Marketing analytics uses important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. In other words, it tells you how your marketing programs are really performing.
Being able to discern effective marketing strategies and tactics is of paramount importance to business. If a marketing program is effective, the organization wants/needs to know it in order to continue engaging in profitable strategies or even revising the marketing program to become more effective. If a marketing program is ineffective, the organization needs to know this in order to possibly discontinue the program or make revisions to the program. Marketing analytics should be applied to most, if not all, areas of a business venture.
For this paper (all references and in-text citations must be in APA format):
1. Section 1 (1 page .. 400 words [minimum] or more): define marketing analytics. I would expect that you would use multiple sources but one reference and in-text citation is required.
2. Section (5 pages .. 2000 words [minimum] or more): find and summarize 5 articles dealing with marketing analytics. Try to find articles dealing with the origins of marketing analytics, where it has been in the past, where it is now, and where it is heading in the future. For those who enjoy the more technological aspects of the analytical process feel free to discuss the tools used in the marketing analytics process. Obviously, you will have at least one citation for each article.
3. Section 3 (1 page .. 400 words [minimum] or more): the final section of your paper should discuss how your own organization uses marketing analytics and/or how your organization employs or could employ marketing analytics.
4. Section 4 (length up to you): did you find this exercise “enlightening”; was it worthwhile to you .. why or why not? Is it something worthy of doing in a graduate level class? Other comments or suggestions.
The paper should use good grammar and complete sentences except where appropriate.
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