The Importance Of Business Analytics In Marketing


In this digital age, finding data has never been easier. That is why, exploiting all the information available has now become extremely important. By doing this, you can identify the best marketing and communication strategies and optimize the efforts of your sales team to become irreplaceable for your clients.

In this article, we will go over the relationship between marketing and analytics. This duo makes it possible to focus on the customer’s needs and develop marketing strategies around them.


Pleasing Your Customers

The heart of marketing is undoubtedly the customer. This is why, it is crucial not to miss your clients’ signals and to understand their needs early on. There are several ways to find out this information, but the method most commonly used is establishing a direct interaction between the supplier and its customers.

Often times you can achieve this by using direct feedbacks which are then analyzed with a business intelligence tool. Marketing analytics helps you investigate the data collected and get a general idea of your clients’ opinion. This allows you to understand what your clients appreciate the most and push on that service/product. Moreover, it can help you understand what they do not like and highlight your areas of improvement.

At Prodigys, we know how important it is to have a good communication with your clients. With Sentinel, our dedicated tool, you will be able to improve your communication strategy, but it does not end there. AgrEGG can be used alongside Sentinel to create the perfect solution for your business and keep track of your clients needs. Do you want to know more about this option? Get in touch!


Using Machine Learning & Business Intelligence for Predictive Analysis

An important feature of business intelligence is that it uses machine learning algorithms to perform predictive analysis on customer behavior. However, before going into details, you need to understand the importance of planning this operation.

Although your relationship with the customer is fundamental, very often it is not possible to get direct client feedback. However, this does not mean that there is no way of getting a sense of their experience. For example, you can achieve this by integrating different sources of information, like that coming from social or traffic analysis.

Once all the available data has been integrated, predictive algorithms can provide analysts with the right indices to build the most effective marketing strategy. These algorithms predict the evolution of customer tastes over time using prediction curves for different categories of customers or products.


The Advantages of Marketing Analytics

As we can see from the previous paragraphs, with this strategy you can identify and predict customer needs. This brings a real advantage to the marketing team who can create a truly customer-based action plan.

Another option is the parallel analysis. This focuses on the main market trends and it uses different sources of data, both external and internal. It enables you to identify the main indexes for your products in order to understand which are the most profitable and the least successful.

By combining these outputs, marketing experts will find it easy to create the appropriate communication campaigns and to target them to the ideal customers.


Why AgrEGG?

Thanks to our business intelligence tool, you will have the opportunity to make the most of the machine learning algorithms natively integrated into AgrEGG.

Together we can find the best way to implement your strategy. Firstly, our experts will help you to identify the appropriate datasets to integrate in order to complete your analysis. Secondly, we will add value to your marketing and communication campaigns by helping you collect indirect information.

Make sure that all your choices are based on the appropriate evidence, choose AgrEGG.

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