BRAND & PERFORMANCE MEDIA ANALYTICS
Brand and Performance analytics connect the customer purchase-cycle to the brand life-cycle. Brand analytics focus largely on quantifying and comparing markets, populations, and products: Interest & demand, brand perceptions & resonant messages, purchase funnels & customer journeys, competitive positioning & white space, loyalty & defection. Performance analytics are lower funnel and sales-focused: Media mix & optimization, content ideas & conversion optimization, targeting & messaging, reporting & dashboarding.
There are many valuable marketing applications of quantitative analytics that do not require advanced statistics and programming. I will be expanding on this section to add more examples but click the button below to see my overview for digital performance marketing.
CONSUMER SEGMENTATION & PROFILING
I've done segmentation & profiling a number of ways. This is a general method I have applied for many clients based on survey data from a large general market sample. A key point about this is that is helps align creative development and media planning with a common framework.
DIRECT RESPONSE TV
This is a straightforward analysis to test for TV effectiveness. It does not fully capture the effect (my opinion) but clearly demonstrates a direct impact from traditional media to online behavior. It is also useful for comparing dayparts and audiences. Data from TV logs is TRP weighted and compared to website visitation volumes (or call center, POS data) occurring within a window of time between airings and responses.
SEARCH TERM ANALYSIS
A key benefit of analytics lately is in leveraging free technologies like python and R to work smarter and more creatively (plus all the great code shared in online communities like GitHub). This analysis applied BigML to massive lists of search terms to categorize them very efficiently.
Glad to discuss various digital and traditional media analysis projects I have performed myself and managed. These are just examples!