The analysis and evaluation of data are fundamental processes for those involved in marketing, and one tool that is increasingly used to perform this type of operation is business intelligence.
In fact, it is an evolution of the classic data analysis and allows access to more complete elements than those offered by techniques dating back over time.
One might wonder why data analysis is important, and how it could help those who run a business especially those who are running how to get ungated on amazon. The answers to these questions will be adequately identified in this article.
Data analysis, a necessary step
Speaking of business intelligence, it will be essential to start from what is the “matter” that it deals with analyzing and using, that is, data.
In fact, they are essential for all those who want to implement a particular marketing or communication strategy.
Precisely for the purpose of creating projects, as can happen for content marketing activities, it will be necessary to both determine the objectives and connect the different types of data that can serve this purpose.
This data will therefore be essential to be able to profile users, but also to be able to offer them a service that can interest them and that is able to solve their problems.
Once upon a time simple web analytics tools were used, which have been replaced by digital analytics and, finally, by the use of more complex business intelligence systems, which are also capable of creating a clearer picture of their potential customers. .
What is considered in business intelligence?
With the aim of monitoring users and their preferences, different sources of data and information can be considered.
Among these we can remember:
- The different social channels;
- The advertising campaigns created on the web;
- The behavior in using the app;
Obviously, in most cases different sources of data and information are considered simultaneously, in order to be able to create a complete system for evaluating user preferences.
Analysis and business intelligence
In many cases, those involved in creating web and advertising campaigns are able to define what web analytics is. However, however, in many situations there is a difficulty in understanding the difference between this and business intelligence.
The latter can be identified as consisting of three different elements:
- The initial part that allows you to collect data and analyze it;
- The system thanks to which it will be possible to analyze the data and carry out all the intermediate processes;
- The information that is obtained thanks to the analysis processes;
Again with reference to business intelligence, so-called Big Data is often taken into consideration, that is, data very extensive in terms of volume and variety. In order to be analyzed, through big data analytics techniques, these will need specific technologies and software that can lead to a usable result in terms of marketing.
Furthermore, when business intelligence is taken into account, terms may be encountered for which the meaning must be known.
Among these, the following can certainly be mentioned:
- Reporting: it consists in the analysis of what the results are compared to what has already occurred;
- Spreadsheet: it will be the document that will collect all the ordered results of the analysis;
- Monitoring: in this case, unlike reporting, we will take care of evaluating the data in real time;
- Kpi: it is the key performance indicator, that is the set of performance indicators;
Business intelligence in practice
After seeing what business intelligence is, and how it is carried out on a theoretical level, you can also evaluate this system of analysis in practice.
In fact, to start applying business intelligence techniques you will have to start from the data, which must be collected and structured. These, subsequently, must be organized and can be shared.
After acquiring all the necessary information, you can use the Business intelligence tools, which will allow you to perform analyzes and also real forecasts.
Based on the results of this phase, concrete decisions can be made: for example, the behavior to be taken towards certain types of customers can be adjusted, or a specific product can be proposed in a specific way.
The advantages of business intelligence
Business intelligence is therefore preferred to other data analysis and organization systems for the benefits it can bring.
Among these, the following can certainly be remembered:
- Ability to easily access information;
- Ability to analyze data in real time;
- Ability to get to know your business thoroughly;
- Help in carrying out decision-making processes;