1) The document discusses applying data science in marketing to create data-driven marketing strategies through techniques like marketing mix modeling, predictive analytics, A/B testing, and attribution modeling.
2) Key benefits of these techniques include optimizing marketing budgets, identifying influential factors, improving customer experience, and tracking success metrics.
3) Building a data-driven marketing organization requires promoting data literacy, investing in technologies, embracing new technologies, and looking at data as an integral part of the business.
1. By Tochukwu (Tobe) Matthias
Data & Analytics Manager at Molina
Healthcare & Founder of Data Techcon
2. AboutSpeaker
Founder
• Data Techcon, LLC
Professional Expertise
• Data & Analytics Manager, Molina Healthcare
• Data Subject Matter Expert, Comptia
Leadership
• Chapter Lead Women in Data, Los Angeles
Education
• Msc Computer & Information Systems
• Bsc. Computer Science & Statistics
• Digital Analytics Certification - MIT
3. Agenda
• Introduction to Data Science in Marketing
• Marketing Mix Model
• Data Collection Methods
• Aggregating Data from Disparate Sources to build a Holistic Analytics Solution
• Measurement & Metrics
• Predict Analytics
• A/B Testing
• Attribution Model
• Building a Data driven Marketing Structure in an Organization
4. DataScienceinMarketing
• Applying Data Science in marketing involves leveraging data and advanced analytics in building analytics solution
and statistical model that provides valuable insights that helps improve the effectiveness of marketing tactics
for a more optimized data-driven strategy that maximizes profit and increases ROI.
• One core goal of applying data science in marketing is to create Data-driven marketing strategies which will help
drive informed and actionable decisions geared towards optimizing marketing tactics for the highest possible
return on investment (ROI).
5. WhyImplementData-drivenMarketing
”Data-driven organizations are
23X likely to acquire customers,
6x as likely to retain & 19x likely
to be profitable”.
- McKinsey Global Institute
“Marketers who want to stand
the test of time must start
harnessing data to drive real-time
marketing strategies and
influential consumer
connections.” – Patrick Salyer
“Tracking marketing is a cultural
thing. Either tracking matters or it
doesn’t. You’re in one camp or the
other. Either you’re analytical and
data-driven, or you go by what you
think works. People who go by gut
are wrong.” - Stuart McDonald
15. PredictiveAnalyticsinDigitalMarketing
Figure 1: This chart shows how predictive analytics provides greater business value by giving insight into the likelihood of future events. (Source: OLSPS Analytics n.d.)
•Analysis
•Prediction
•Monitoring
•Reporting