{"id":94929,"date":"2024-09-10T15:04:48","date_gmt":"2024-09-10T22:04:48","guid":{"rendered":"https:\/\/test-act-main.pantheonsite.io\/blog\/automating-your-marketing-analytics-how-to-do-it-right\/"},"modified":"2026-06-22T06:49:54","modified_gmt":"2026-06-22T13:49:54","slug":"automating-your-marketing-analytics-how-to-do-it-right","status":"publish","type":"post","link":"https:\/\/www.act.com\/en-gb\/blog\/automating-your-marketing-analytics-how-to-do-it-right\/","title":{"rendered":"Automating Your Marketing Analytics: How to Do It Right"},"content":{"rendered":"

\"an<\/p>\n

In an ideal world, your target customers would be upfront about why they engaged (or didn\u2019t) with your latest <\/span>marketing campaign<\/span>.<\/span><\/p>\n

But the reality? It\u2019s starkly different.<\/span><\/p>\n

You\u2019ve got to decode their likes, dislikes, interests, and preferences and implement campaigns that resonate with them.<\/span><\/p>\n

What if there were a way to eliminate this guesswork?<\/span><\/p>\n

That\u2019s where marketing analytics can be of help. Marketing analytics tools collect and analyse data from various sources to measure the performance of your <\/span>marketing campaigns<\/span>. And adding <\/span>marketing automation<\/span><\/a> to the mix can help you get things done on autopilot.<\/span><\/p>\n

So how does it work? Let\u2019s find out.<\/span><\/p>\n

What is marketing analytics?<\/span><\/h2>\n

Conducting marketing analytics is the process of collecting, processing, and analysing <\/span>data related to various <\/span>marketing tasks<\/span><\/a>.\u00a0<\/span><\/p>\n

Typically, marketing analytics tools collect data relating to <\/span>customer interactions<\/span> from <\/span>digital marketing<\/span> channels like <\/span>social media<\/span>, <\/span>email campaigns<\/span>, and <\/span>customer support<\/span> tickets. They also use data from traditional sources, such as customer surveys, focus groups, interviews, and industry reports.<\/span><\/p>\n

A marketing analytics <\/span>workflow<\/span> involves setting clear marketing goals and key performance indicators (KPIs) to help you achieve your <\/span>business needs<\/span>. Depending on your goals, you can track <\/span>metrics<\/span> like <\/span>conversion rates<\/span>, customer acquisition costs, and customer lifetime value.<\/span><\/p>\n

With marketing analytics, you can pinpoint what\u2019s working in a particular campaign (and what isn\u2019t). Plus, you can identify seasonal patterns and trends in campaign performance. Based on these, you can make <\/span>informed decisions<\/span> and <\/span>avoid related mistakes<\/span><\/a> to maximise your marketing return on investment (ROI). This is particularly beneficial for <\/span>business owners<\/span> and <\/span>SMBs<\/span> with limited budgets.<\/span><\/p>\n

Also, marketing analytics provide you with deeper insights into consumer preferences. You can create <\/span>customer segmentation<\/span> based on shared preferences and build personalised <\/span>marketing strategies<\/span> for each stage of the <\/span>customer journey<\/span>.<\/span><\/p>\n

It\u2019s an excellent way for today\u2019s <\/span>small businesses<\/span> to gain an edge over competitors and build a meaningful and positive <\/span>customer experience<\/span> that fosters strong relationships with existing and potential customers by meeting their <\/span>specific needs<\/span>.<\/span><\/p>\n

Modern marketing analytics tools even offer predictive <\/span>functionalities<\/span> that let you forecast future trends and devise an action plan to achieve the right outcomes. Tracking and measuring the right <\/span>metrics<\/span> is integral to deriving meaningful insights from marketing analytics. It\u2019s also crucial to clean, format, and validate the data gathered from different channels.<\/span><\/p>\n

The challenges of marketing analytics<\/span><\/h2>\n

Despite its benefits, many companies have been slow to adopt marketing analytics. A recent Gartner survey revealed that marketing analytics only influenced <\/span>53 percent of marketing decisions<\/span><\/a>.\u00a0<\/span><\/p>\n

One of the roadblocks to the adoption of marketing analytics <\/span>workflows<\/span> is the lack of quality data. Manually entering data into analytics tools is <\/span>time-consuming<\/span> and error-prone.\u00a0<\/span><\/p>\n

Marketers at small and <\/span>medium-sized businesses<\/span> spend most of their time integrating inconsistent data from different sources and compiling reports to understand <\/span>user behaviour<\/span> instead of doing what they\u2019re good at\u2014creating campaigns that drive results.<\/span><\/p>\n

Then, there\u2019s the issue of cognitive biases among marketing decision-makers. In the same Gartner survey, a third of the respondents revealed that decision-makers cherry-pick data so the results support their preconceived notions.<\/span><\/p>\n

What if there was a way to <\/span>streamline<\/span> the process of collecting and analysing data and having confidence in your <\/span>decision-making<\/span>? You\u2019ll be relieved to hear that<\/span> marketing automation tools<\/span><\/a> help you do exactly that plus so much more.<\/span><\/p>\n

\"a<\/h2>\n

Why you should automate marketing analytics<\/span><\/h2>\n

Automating marketing analytics involves the use of technologies like artificial intelligence and machine learning to <\/span>streamline<\/span> repetitive tasks<\/span>, such as:<\/span><\/p>\n