DM 2019 Analytical Marketing Tools Techniques
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Demand MetricDM 2019 Analytical Marketing Tools Techniques
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Demand MetricANALYTICAL
MARKETING
TOOLS &
TECHNIQUES
HOW-TO GUIDE
Analytical Marketing Tools & Techniques
HOW-TO GUIDE
Decisions need to be supported by sound information. Obtaining information and translating it
into actionable and predictive insight is a difficult challenge. Don’t reinvent the wheel; leverage
tools and techniques that have been proven to work. Following is a list of tools and techniques
that will help you to demonstrate marketing ROI and develop marketing dashboards.
Key Analytical Tools and Techniques
Perceptual Mapping — These maps take empirical customer-based evaluations of key brand
attributes and translate this data into visual maps. These maps provide a method for calculating
the ROI of positioning changes, identifying product strengths and weaknesses, and deter-
mining unmet customer needs.
Resource Allocation — By combining management science, historical data, and executive judg-
ments, this model can be used to size and allocate marketing resources, such as salesperson
headcount. Click here to learn more.
Bass Diffusion Model — Use this technique to accurately forecast revenue for a new product
where you have no historical data. Click here to learn more.
Markov Chains — This technique can be used to understand the future of your market, such
as how your customers will make purchasing decisions. Many organizations have used Markov
Chains to forecast the impact of market changes. Click here to learn more about this technique.
Marketing ROI — Measuring return on investment is one of the most frequently used methods
for analyzing the success of marketing programs. Click here to learn more.
Decision Trees — This technique provides a method for breaking decisions into manageable
pieces, analyzing outcomes, and determining potential payoffs. Click here to learn more.
Simulation Tools — Using turbocharged Excel spreadsheets can provide insight into the
effectiveness of a particular marketing program.
Competitive Radar — Use Demand Metric’s Competitor Analysis Tool to graphically represent
your competitive matrix.
Bottom Line
Credibility stems from accountability and the ability to back up your recommendations with solid
evidence. Master analytical techniques and deploy a toolset that can be used to inform marketing
decisions, measure market conditions, and provide actionable, predictive insights.
2 ANALYTICAL MARKETING TOOLS & TECHNIQUES HOW-TO GUIDE
Action Plan
STEP 1 - Learn Techniques
1 Learn
Techniques Know Your Marketing
Tools and Techniques
Select a Pilot
2 Technique
Conduct further research and
analysis of the preceding tools
and techniques to determine if
you have requirements in areas
Make they address.
3 Recommendations
Most organizations could
benefit from analytical deci-
sion-making frameworks, but
don’t invest the time to under-
Add More
4 Techniques
stand their applications.
Determine
5 Dashboard
Capability
Learning to Love Analytics
Implement a
6 Dashboard
W ATC H V I D E O
7 Build a Dashboard
3 ANALYTICAL MARKETING TOOLS & TECHNIQUES HOW-TO GUIDE
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