All the marketing activity performance is measured based on some yardstick. Even in offline marketing some yardstick is followed to understand the performance of the marketing. There is no foolproof mechanism in place to track the offline marketing performance.
Digital totally crashed this bottom neck. All the digital marketing activities are track-able. Below aspects in digital marketing that makes ” Mere Marketing” to “Performance based marketing”
- Consumer Behavior – Understanding the consumer behavior through effective tracking
- Customization – Customizing the product & services for target audience in less time
- Behavioral Targeting – Guru for “Behavioral Targeting” is none other than “Google”
Analytics add “Intelligence” to marketing activity. Analytics takes marketing to next level. Analytics helps the marketers to understand the consumer behavior/taste and facilities the marketers to serve the consumers better. We can generate thousand of consumer reports / data using present web technology & analytics. But the real catch lies in
Defining the Problem -> Identifying the right Metrics for the Problem -> Generating the Quantitative Report -> Interpreting Quantitative Metrics to Qualitative Aspects . Because we are dealing with humans.Google+