Why Applied Analytics Matter

By Marketing

It has always amazed me that people think they can just post a Facebook marketing ad, or a Google ad, or buy a bunch of likes or a bunch of followers with the thought that it will be a great springboard to online marketing success. I need to explain some things to you. When it was initially released, “Rock Around the Clock” by Bill Haley was a flop single. The impressionist painters were derided by the artistic establishment of the time. Kid Rock’s Devil Without a Pause CD sat on shelves at music stores for months. The book Fifty Shades of Grey was originally a work of internet fan-fiction that was then put out by a tiny Australian publishing house, to no global acclaim. So how did what happened next happen next? There is actually a science to marketing. In this age we are privy to data that allows us to make correlations that we would never be able to see previously. We can take that data and utilize or “apply” it to give products, services, television shows, and movies that could not compete with bloated budgets a fighting chance.

What Is Applied Analytics?
Let’s start with a simple definition that everyone can understand. Applied analytics is when we use data, and the insights we can gain from analyzing that data, to enhance business, marketing, consumer engagement, create more consistently competent athletic teams, I think you get the idea. Companies use it to enhance specific business processes. Digital advertising is an early example of applied analytics. With the widespread adoption of the Internet beginning in the mid to late 1990s, advertisers had a powerful new medium for reaching consumers. What made the Internet unlike other more traditional forms of advertising (think printed media, billboards, radio commercials, etc.) was that it allowed advertisers to gather real-time data about how their ads were being consumed. By contrast, you can absolutely measure how many people came to a specific website where they can see your banner ad and how many of them clicked a specific link as a result.

Because of this shift, advertisers suddenly had access to a rich set of data about consumer behavior, which they analyzed and used to create better, more targeted advertising. Billions of ad impressions and millions of clicks actually turned out to be enough data to begin to predict consumer reaction to ads. In the nearly two decades since, that trend has continued and there’s been an explosion of data that has extended well beyond digital advertising.

Today, virtually every business process is performed online through websites and apps, computers, mobile phones and other devices. At the same time, offline data is increasingly being digitized. And, the real world is being brought online with sensors. Just think of examples from your own life, such as how you interact with friends and family, how you do your banking, how you buy music, how you decide where to go on vacation, how you get driving directions and how you monitor your fitness. As a result of the digitization of virtually everything, vast amounts of information are being gathered and stored, which when appropriately analyzed, can drive huge business benefits.

What we do at Digital Marketing Logisitics is utilize analytic data to customize marketing campaigns, predict how successful a television pilot will be, determine the best locations to launch a new pizza place, predict the most profitable cities to establish flights for super-commuters. Success is not an accident. Success is when opportunity meets preparation. We help you find that success a little faster.

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