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Analytical Marketing: The Use of Data in Digital Marketing

A laptop and a sheet illustrating analytical marketing data

Estimated reading time: 6 minutes

To begin with, in this article we want to talk about a very current and interesting topic within the online marketing landscape. Indeed, we want to address the importance of marketing analytics as an innovative approach that can take advantage of data analysis to measure, compare, manage, and improve the performance and results offered by online advertising strategies or campaigns.

If you are interested in this topic, we recommend that you continue reading as we will illustrate, next, what is meant by analytical marketing and how it can be implemented within the management processes of small and medium-sized enterprises.

Analytical Marketing: Introduction

First of all-to be precise-with this term, we want to identify all those innovative strategies, models and procedures used in order to track, optimize and analyze all the data collected from various online advertising campaigns. By taking advantage of the tools and suitable data analysis techniques, digital marketers will, in fact, be able to extract valuable information regarding the behavior, preferences and needs of various customers.

In this way, companies will be able to make more informed decisions, improve their customers' experience and increase the return on their advertising investment. In other words, marketing analytics enables online marketers to assess the overall effectiveness of their campaigns, identify various opportunities for improvement, and optimize their strategies accordingly. 

In this regard, we can classify as many as three main types of data analysis models that companies will be able to rely on to improve and optimize their digital marketing performance. These are the descriptive, predictive and prescriptive models. The former use data collected from various advertising campaigns conducted in the past in order to guide future strategic decisions. The second, on the other hand, use previously collected data to predict future customer behavior. Finally, the thirds use data from all modes of contact and various interactions in order to improve the experience of their buyers.

Analytical Marketing: What is it for?

As we have previously mentioned, thedata analysis in digital marketing helps companies understand which strategies work and why these are more satisfying than others. In this regard, we can list some concrete applications of marketing analytics:


This activity consists of optimizing the timing and frequency of different digital marketing campaigns. This will maximize the number of user interactions and minimize costs.


This consists of analytical activity aimed at identifying the best performing channels and marketing strategies. In fact, by analyzing data on the performance of campaigns on different digital channels, companies will be able to determine those most likely to generate conversions and then allocate resources accordingly.

Customer Segmentation

This is the activity of classifying and dividing customers into groups. This is done based on demographic data, behavioral factors or their purchasing preferences. In this way, companies can tailor and improve their advertising messages and commercial offers, increasing the likelihood of conversion.

Workflow Analysis

This consists of simplifying and automating digital marketing processes to improve efficiency and reduce costs.

Customer Profitability Analysis

This phase consists of the activity of estimating the profitability of each customer over its "lifetime." By analyzing behavior data and using spending models, companies will be able to identify high-value customers and adjust their strategies accordingly.

Analytical Marketing: How to Implement it in the Company?

Second, it is important to note that implementing marketing analytics requires a data-driven approach. First, it will be necessary to collect and analyze data on customer behavior, preferences, and needs to gain valuable insights into what works.

There are many different types of marketing analysis models that companies can use to optimize their results. For example, descriptive models, predictive models, and prescriptive models. Here are some points of reference to follow:

Subject and Objective of the Measurement

First you need to set clear goals and objectives. This will help you measure the success of your campaigns and identify areas for improvement. You will be able to consult various metrics to evaluate the effectiveness of your digital campaigns. This could include click-through rates received, conversion rates or customer engagement, views etc..

Launch Digital Marketing Campaign

As soon as you launch your digital marketing campaign, remember to collect all data on its performance. Use analytics tools to analyze the data and get detailed information about customer behavior, preferences, and needs.

Leverage the Information

Remember to use all the information you gained from your analysis to optimize your marketing strategies in the future. This could include refining messaging, targeting specific customer segments, or changing the frequency of campaigns.

Analytical Marketing: A Conclusion

In conclusion, analytical marketing nowadays, more than a choice, turns out to be an obligation. In fact, only through an analytical study of the data available today will it be possible to take full advantage of all the advertising features made available by search engines or social campaigns.

Indeed, data is of great importance both in the process of optimizing the cost of advertising campaigns and as a method of improving the quality of one's services to customers.

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Picture of Giorgio

I am the director of Globaltech Solutions Sagl, a digital marketing agency based in Lugano, Canton Ticino (CH). I have a degree in economics and great passion for internet and technology. I am mainly involved in training, SEO, SEM. I am also the founder and editor of a technology blog.



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