Three Important Ways Marketing Professionals Use Data Analytics

Whether they're watching a video, clicking a link, using location services, or making an online purchase, today's consumers are creating more data points than ever before. Analyzing this information is critical to marketing professionals and the businesses they serve. Here's a look at how marketing professionals can use data analytics to fine-tune their marketing strategies, build better relationships with customers, and enhance their brand identity.

Assessing Past, Present, and Future Marketing Strategies

To develop responsive and effective marketing strategies, marketing professionals must continuously use data to assess their past and present efforts while preparing for future campaigns. This can reveal which past projects had the best results and help marketers better understand their audiences. Pairing data analysis with a careful examination of digital trends can give professionals added insight for future projects and strategies.

Improving Customer Experience

Analyzing data can tell marketing professionals a great deal about the online habits and preferences of their current and potential customers. Knowing more about consumers lets marketers create more personalized content, which increases customer engagement with a brand. Collecting data can even help identify a brand's most loyal customers and followers, allowing marketers to offer unique rewards and promotions to retain brand loyalty.

Building a Stronger Brand Identity

One of the best ways to enhance a brand's public image and reputation is to listen and respond directly to consumers' opinions. Data analysis enables marketers to monitor website traffic, social media engagement, and consumer behaviors. They can also access customer reviews, ratings, and testimonials to address issues and reinforce their strengths. By being proactive, marketers can respond directly to individual customers and resolve issues quickly. By comparing the most common questions and requests they receive on social media, companies can use chatbots and other tools to automate addressing a consumer's concerns.

Understanding the fundamental applications of data analytics is one of the most important components of a marketing degree program. At the Tulane School of Professional Advancement, you can earn a bachelor's degree or professional certificate in our Digital Media and Public Relations programs. If you'd like to know what to expect after completing a public relations or marketing degree, learn about some of the different industries that employ marketing professionals.