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
 Action Plan
STEP 2 - Determine Frequency of Reporting

Understand
1 Information Steering Committees
Required Meet to Share Insights &
Analytics
Determine
2 Frequency of
Reporting As there are hard costs
associated with marketing
analytics, select an optimal
Standardize frequency for delivering
3 Analytics decision-making information.
Process
Steering committees provide
a great forum for reporting;
consider delivering analytical
Ensure Clean &
4 Accurate Data insights at these regularly
scheduled meetings.

Apply Techniques
5 & Evaluate Results

Deployment
Steering Committee Charter
6 of Analytics
Program
VIEW RESOURCE

7 Stay Proactive

4 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

 Action Plan
STEP 3 - Standardize Analytics Process

Understand
1 Information Choosing Your Analytics
Required and Application Methods

Determine
2 Frequency of Document a consistent process
Reporting for using analytics so business
partners understand their role.

Consider industry-standard
Standardize
3 Analytics
Process
data-mining application
methods such as CRISP,
but start with the business
problems to maximize value for
your efforts.
Ensure Clean &
4 Accurate Data

Apply Techniques
5 & Evaluate Results

eWorkshop: Marketing Analytics in a Week

Deployment W ATC H V I D E O
6 of Analytics
Program

7 Stay Proactive

5 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

 Action Plan
STEP 4 - Ensure
Narrow Clean
Down &Options
Accurate Data

Understand
1 Information B2B Data Management
Required How-To Guide

Determine
2 Frequency of Data quality and selection are
Reporting more critical than the analytical
technique for establishing
superior results.
Standardize
3 Analytics
To ensure your results are not
skewed, audit the data your
Process
technical resources are using.

4
THE EVOLUTION OF SHOPPER MARKETING MARKETING DATA MANAGEMENT PLAN BEST PRACTICES GUIDE 1

Ensure Clean &

Accurate Data
B2B DATA
MANAGEMENT

Apply Techniques BEST PRACTICES GUIDE

5 & Evaluate Results

B2B Data Management Best Practices Guide

VIEW RESOURCE
Deployment
6 of Analytics
Program

7 Stay Proactive

6 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

 Action Plan
STEP 5 - Apply Techniques & Evaluate Results

Understand
1 Information Analytics to Guide You
Required

Rather than evaluating every-

Determine
thing, select a few key areas to
2 Frequency of
apply an analytical approach
Reporting
such as the tried and true
logistic regression predictive
modeling technique.
Standardize
3 Analytics Produce reliable results before
Process expanding scope.

Ensure Clean &

4 Accurate Data

Apply
5 Techniques &
Evaluate Results

Deployment
6 of Analytics
Program

7 Stay Proactive

7 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

 Action Plan
STEP 6 - Deployment of Analytics Program

Understand
1 Information Show Stakeholders
Required Analytical Data for Positive
Growth
Determine
2 Frequency of
Establish a communications
Reporting
plan and integrate your
analytical techniques into your
business processes.
Standardize
3 Analytics Don’t discuss how the analytic
Process technique itself works; instead,
quantify the financial/customer
impact of changes made based
Ensure Clean &
4 Accurate Data
on decisions supported by
analytics to grab stakeholder
attention.

Apply Techniques
5 & Evaluate Results

Deployment
6 of Analytics
Program
Marketing Measurement Assessment

VIEW RESOURCE

7 Stay Proactive

8 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

 Action Plan
STEP 7 - Stay Proactive

Understand
1 Information Stay on the Cutting-Edge
Required of Best Practices

Determine
2 Frequency of The best companies continu-
ously reshape the processes for
Reporting
requesting analytical support
and optimizing how this work
can help their business.
Standardize
3 Analytics Remind key stakeholders of your
Process capabilities and keep abreast of
their unique challenges.

Ensure Clean &

4 Accurate Data

Apply Techniques
5 & Evaluate Results
Lessons Learned Knowledge Base

VIEW RESOURCE
Deployment
6 of Analytics
Program

7 Stay Proactive

9 DEVELOPING A MARKETING ANALYTICS PROCESS HOW-TO GUIDE

Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and build
Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
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