Marketing Analytics is in fact the leverage of information, information analysis and statistics to improve the validity and ultimately the business impact of marketing decisions.
In fact, marketers have to make decisions on many (if not all) subjects/matters that they are dealing with in marketing: market segmentation, target market, forecasting, positioning, value proposition, pricing, etc.
In all those cases, a marketer will be in far better shape through the management of uncertainty (in order to reduce it) than to play a pure random game. And the management of uncertainty comes from gathering information, analyzing those information and make rationale-based conclusions.
To understand a little bit more what Marketing Analytics is all about, check out this site.
Monday, April 20, 2009
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