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How to Predict & Prove Cause & Effect Relationships in Marketing

19 August, 2021
Tom Kotze

Whatever industry you’re in, your business should be focused on maximizing its revenue potential. This is where the smart use of marketing analytics comes into play. 

Whenever you make marketing decisions, you shouldn’t just be diving in blindly with a gut feeling. Instead, you should be making strategic, calculated decisions that are backed up by data. To do this, you will need to be able to predict cause and effect relationships in marketing. 

Doing this will allow you to implement a more effective marketing strategy that offers the best possible ROI for your business. Follow this article to find out more about predicting cause and effect relationships in marketing, and how you can do this to optimize the revenue journey for your business. 

Understanding Cause and Effect in Marketing

When making marketing decisions, you need to ensure the decision you make offers maximum value to your marketing strategy. To achieve this, you need to understand the relationship between the decisions that you make, and the events that result from them. 

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Cause and effect, or causality, in marketing is the relationship between two events. This is mainly focused on the second event. You need to understand whether this event resulted from the first event, or if there is another unknown factor at play. 

Properly understanding cause and effect in marketing gives you a more accurate representation of why things happen, and how you can make better decisions to achieve the outcomes that your business needs. This is important for making marketing investments that offer maximum ROI and results. 

To achieve this, you will need to be making use of the right kind of marketing analytics. 

Understanding Marketing Analytics to Predict Cause and Effect Relationships

Marketing analytics is all about measuring, understanding, and optimizing your marketing decisions. When considering marketing analytics, you should be looking for the bigger picture result. This is to see the outcome of all your different marketing channels and investments, and how this has impacted your business. 

Here are the different types of marketing analytics, and how they can be utilized to predict and prove cause and effect relationships. 

Descriptive Analytics

Descriptive analytics considers historical data. This type of analytics looks at past marketing strategies that a business implemented to see which ones were successful and which ones were not.

Diagnostic Analytics

Diagnostic analytics takes a detailed look at data to understand why sales were made, and how prospects became customers.

Process Analytics

Process analytics evaluates the customer journey to understand how a sale was made. This type of analytics offers valuable insights into the customer journey, as well as insights into real-time marketing efforts. By having a clear picture of the customer journey from start to finish, businesses can make smarter marketing decisions backed by data. 

Regression Analytics

Regression analytics is a form of predictive analytics that helps with forecasting and finding the cause and effect relationship between two variables. Regression analytics looks at a certain topic, or event, and identifies which variables impacted this.

Predictive Analytics

Predictive marketing analytics is where you start to gain insights into cause-and-effect relationships. This type of marketing analytics is used to forecast future events to help you make more calculated decisions. Predictive marketing analytics helps to reveal the most probable future scenarios to help businesses create a smarter marketing strategy that offers maximum value.

Prescriptive Analytics

Prescriptive marketing analytics is the final stage to help businesses make the best possible decisions. Prescriptive analytics offers actionable insights based on the data that has been collected and reviewed. This area of analytics is focused on offering calculated decisions to help businesses achieve their goals without wasting any marketing budget.

Want to learn more aboutpredictive analytics and how it can help your marketing strategy? Read our guide and learn more. 

Predicting Cause and Effect Relationships With Marketing Analytics

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Your business needs to understand the cause and effect relationships that result between sales, marketing, customer experience, and marketplace realities if it wants to make smarter marketing investments. To achieve this, the right system of marketing analytics needs to be used. 

To predict and prove cause and effect relationships, businesses need to be utilizing marketing analytics that offers a bigger picture perspective. Analytics should reveal the entire journey of the customer and what events influenced their actions. This will help you to understand which areas of your marketing strategy provide the most value to your business goals. 

By incorporating predictive and prescriptive analytics into the marketing mix, businesses can also gain useful insights into which decisions to make. Instead of just looking at historic data and taking a guess at the best approach forward, predictive and prescriptive analytics help you to make calculated data-backed decisions. 

This is necessary for optimizing your revenue journey and ensuring the best possible returns on your marketing investments. With the right analytics tools, you can predict and prove cause and effect relationships in marketing to help you make smarter decisions that boost your bottom line. 

Learn more about using analytics to make smarter marketing decisions with this helpful whitepaper: Proof BusinessGPS 

Conclusion

Understanding cause and effect relationships are essential for a more strategic marketing plan. Instead of relying on guesswork or gut feelings, businesses need to make sure that they’re making decisions based on what will offer the most value. Using marketing analytics plays a major role here. 

The right types of marketing analytics will help you to understand the relationships between marketing, sales, and the customer experience. This will help you to optimize your marketing decision-making for results that offer better ROI for your business.

Interested in enhancing your marketing efforts by understanding cause and effect relationships? Proof Analytics gives you a powerful marketing analytics tool to help you make better decisions. Book a demo to see how you can use Proof to enhance your business.

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You’ve heard that time is money, right? Just like any investment, we need to know that Marketing was worth it. Not only how much, but how long it took to get the ROI. The longer it takes, the bigger the risk that it won’t happen, and the bigger the return has to be.

Bob-Beauchamps
Bob Beauchamp
Chairman Of The Board Of Directors - BMC Software
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