Marketing Analytics Notes
Subject Overview
The first Business Analytics group elective, covering market/
Subject at a glance
4
Units
25
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Introduction to analytics and data interpretation on MS Excel
- sales forecasting
- market share and performance indicators
- customer choice/profitability/lifetime value analysis
- product portfolio analysis and cannibalization analysis
Market share
Your sales / total market sales × 100
Customer lifetime value
Margin per period × retention / (1 + discount − retention)
Cannibalisation rate
Sales lost by old product / sales of new product
Customer profitability
Revenue − cost to serve
Study guide
This unit covers analytics in Excel, sales forecasting, market share, performance indicators, customer choice, profitability and lifetime value, portfolio and cannibalisation analysis. Compute a customer lifetime value.
- Price sensitivity
- price-volume equation
- price promotion and price-value analysis
- sales force sizing and territory planning
- target setting
- compensation and performance appraisal
- distributor numbers/margin/profitability analysis
Price elasticity
% change in volume / % change in price
Break-even volume change
−ΔP / (contribution margin + ΔP)
Promotional lift
(Promo sales − baseline) / baseline × 100
Sales force size (workload)
Total calls needed / calls per rep
Study guide
You study price sensitivity, the price-volume equation, promotion and price-value analysis, sales force sizing, territory planning, targets, compensation and distributor analysis. Estimate price elasticity from sample data.
- Performance of ads
- media planning
- advertising and sales promotion budgeting
- measuring retail and promotional lift
- social media metrics
- descriptive/diagnostic/predictive/prescriptive analytics
- Prescriptive
What should we do?
- Predictive
What will happen?
- Diagnostic
Why did it happen?
- Descriptive
What happened?
Study guide
You study ad performance, media planning, budgeting, measuring lift, social media metrics and the four types of analytics. Evaluate a campaign using metrics.
- E-marketing objectives
- scope
- benefits and problems
- e-marketing techniques
- e-customers and online buying process
- e-marketing tools (email, website, social media, PPC, SEO, blogging)
- e-marketing plan development and measuring success
- 1
Situation analysis
- 2
Set SMART objectives
- 3
Define target e-customers
- 4
Choose tools
Email, SEO, PPC, social
- 5
Budget and schedule
- 6
Measure
KPIs and ROI
Study guide
You study e-marketing objectives, techniques, e-customers, tools (email, website, social, PPC, SEO, blogging) and plans and success measurement. Plan an e-marketing campaign with metrics.
Why Marketing Analytics Matters
Marketing analytics is a rapidly growing field, as companies demand evidence for marketing spend.
How to Prepare for Marketing Analytics
- Work with real campaign or sales data in Excel.
- Learn CLV, ROI and lift calculations.
- Create a dashboard of marketing KPIs.
Marketing Analytics: Frequently Asked Questions
What is customer lifetime value?
CLV is the total profit a business expects from a customer over the whole relationship.