What is marketing intelligence?
Marketing intelligence is data that helps an organization understand, optimize, and improve their marketing efforts. By collecting data from each marketing channel, ad campaign, and so on, it can then be analyzed in order to gain insight into what’s working and what needs improvement in terms of the overall marketing efforts. Marketing intelligence also includes competitive intelligence and insight into overall ecosystem-level changes that will impact marketing success.
While marketing intelligence is a broad term used to help in a number of business-related goals, at a high level, it’s used to make more data-driven decisions to optimize the performance and ROI of the organization’s marketing activities.
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Uses of marketing intelligence
Marketing intelligence is key for organizations of all sizes as it helps to make more informed and data-driven decisions. These days, the consumer journey is highly fragmented and often involves a number of marketing channels, touchpoints, and remarketing activity. In order to make sense of all this data, marketing intelligence is used to analyze and provide context to marketing results.
These insights and intelligence provide companies with an important advantage against those that don’t make the most of their data as it enables marketers to take a scientific approach to improving their campaigns.
Aside from optimizing existing campaigns, marketing intelligence can also be used for setting goals and KPIs for the company’s overall performance. By understanding competitor actions and marketing activity, marketing intelligence can help set appropriate targets and KPIs before starting any marketing campaigns, as well as providing a clearly defined threshold for performance. In other words, marketing intelligence can be used to determine if you’re on track towards hitting your revenue and other business-related goals, and how you compare to the competition.
As Marketing Evolution highlights, there are several types of marketing intelligence that can be used to hit the company’s goals, these include:
- Focus groups
- Forms & surveys
- And more
It’s also important to note that marketing intelligence is different from market research. As HubSpot highlights:
The main difference between market intelligence and market research is the goal. Market intelligence is company-focused, while market research is done to learn more about customer preferences. Both are used to help businesses understand and develop marketing strategies.
How Singular facilitates marketing intelligence
As a leader in marketing analytics and mobile attribution, Singular helps marketers improve their marketing intelligence across the entire use journey.
Specifically, our suite of marketing analytics enables marketers to take a scientific approach to growth by exposing new optimization opportunities with accurate and granular performance insights. In addition, Singular provides unrivaled ROI insights that helps marketers improve their campaigns with 8 levels of granularity to maximize returns. Finally, the platform enables marketers to visualize their creative assets side-by-side to understand how each is performing across different campaigns.
These are just a few examples of how Singular facilitates marketing intelligence, if you want to learn more check out our guide on why marketing intelligence is the new standard for growth marketing, which states:
The primary function of a marketing intelligence platform is to provide insights for growth by connecting effort with outcome at granular and aggregate levels.
In summary, the top marketers in the world use marketing intelligence and Singular’s marketing intelligence platform enables you to outperform the competition and grow faster.