Introduction to Descriptive Analytics
Descriptive analytics summarizes past data to understand what happened and identify trends. In marketing, it helps businesses understand their historical performance and identify areas of improvement.
Key Descriptive Analytics Metrics
- Sales Trends: Tracking sales over time helps identify growth periods or seasonal dips.
- Customer Demographics: Analyzing customer data based on age, gender, and location provides insights into target audiences.
- Campaign Performance: Reviewing past campaign performance can highlight what strategies worked best.
Tools for Descriptive Analytics
- Google Analytics: Provides insights into website traffic, user behavior, and engagement metrics.
- CRM Analytics: Offers data on customer interactions, sales performance, and retention.
- Excel/Google Sheets: Often used for basic reporting and data visualization of historical performance.
How to Apply Descriptive Analytics
By visualizing data through charts, graphs, and tables, marketers can spot trends. For example, a business may identify that sales increase during certain months, allowing them to prepare for peak seasons.
Real-Life Examples of Descriptive Analytics
- E-commerce Store: Analyzing customer behavior on an online store to understand which products sell the most and during which periods.
- Retail Business: Tracking foot traffic and sales to understand store performance.