I am Michelle Gamble here in Laguna Beach. Simply put, marketing analytics is the process of using trusted technology to evaluate the efficacy of a company’s employed marketing programs or initiatives. This is done through measuring the performance of those programs with certain metrics. Most importantly, ROI (Return On Investment).
Here’s a hard truth: market research is what makes or breaks a company.
Understanding how your marketing programs are really performing, no matter what industry you’re in, can set you aside from your competitors. And if you, as a business owner, place your trust in the wrong person to lead that research you’re not going to get the results you desire.
It’s essential to understand the big-picture marketing trends which influence your brand. Marketing analytics and research allows the prediction of those trends and the possible effect they may have on the outcome of marketing programs.
Forecasting those results can save businesses a lot of money or direct them toward a new marketing enterprises which could generate higher profits.
And where marketing programs are a success, this type of research helps us understand why that is. Numbers never lie.
I’ve held a belief about qualitative and quantitative analytics and research which might be a little ‘out there’ for others in the field. It’s a measured, intellectual process, sure, but it’s also incredibly creative.
That’s part of the reason I love what I do. What might look like dry numbers to one person, tells a story to me – I can measure technology-driven trends and predict outcomes based on those numbers. However, creativity doesn’t equate to a relaxed approach – it means using trusted analytical techniques in a creative manner to achieve results.
That’s what makes the process so rewarding. I’ve done custom consulting to create market research projects for businesses for years, and have built an expertise in understanding buyer profiles because of this, and I’ve enjoyed every minute of it.
Michelle Gamble- Laguna Beach