Top 4 Marketing Analytics Use Cases

How organizations use Marketing Analytics to connect, analyze, and automate their data to make better decisions.

#1 - Use Case: Ad Operations

Ad Operations users need real-time reporting on cross-channel advertising performance, sales, and revenue, with insight into how optimizations are impacting performance.

To do so, internal teams need a way to track top-line KPIs by artist and campaign and at greater levels of granularity, such as channel, campaign, audience, creative, and placement.

#2 - Use Case: Planning

Stakeholders need visibility of territory-level performance to understand international marketing activations and spend performance on individual campaigns.

These users need to be able to easily view individual campaigns—past and present—and their flights dates across all territories to prioritize and align marketing initiatives and to evaluate their overall marketing strategy.

#3 - Use Case: Executives

Global marketing and executives also need visibility of territory-level performance to manage marketing investments and validate strategies, while finance teams need to reconcile planned marketing spends with actuals.

These users need access to aggregated campaign performance metrics that can be filtered by date, territory, campaign, and channel.

#4 - Use Case: Influencer Marketing & Video Production

Influencer Marketing and Content Creation teams can also gain visibility into the performance of the organic content created for their campaigns.

These users benefit from content creator recommendations, budget automation, results forecasting and real-time performance data across content creator, channel and KPIs including sentiment analysis.