Analytical Marketing Tools & Techniques
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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 determining unmet
customer needs. Click here to learn more.
Resource Allocation — By combining management science, historical data, and executive judgments,
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 large decisions into manageable
pieces, analyzing the expected 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.
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