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April 12, 2023

How to Use Market Data Analysis to Improve Your Marketing Strategy

Idongesit Inuk

Content Marketer

Businesses today have access to a vast quantity of data regarding their clients and marketing initiatives. However, unless correctly analyzed and interpreted, this market data is meaningless. 

Data analysis is a crucial tool for marketers who want to comprehend their target population, monitor the effectiveness of their campaigns, and perfect their strategies. 

In this piece, we’ll examine how market data analysis can help you develop a better marketing plan. 

Market data on a desktop

What is Market Data Analysis?

Market data analysis is the process of examining and interpreting data related to a specific market or industry. This data can include information such as sales figures, customer demographics, pricing trends, and market share data.

The goal of market data analysis is to identify patterns and trends in the data that can be used to inform business decisions. For example, a company might use market data analysis to determine which products are selling the best, which customer segments are the most profitable, or which marketing channels are the most effective.

How Does Data Analysis Impact Marketing?

Market data analysis is an essential process for modern marketers. It allows marketers to extract insights from large datasets, which can then be used to inform decisions and improve the effectiveness of marketing campaigns. 

One of the primary benefits of market data analysis is that it allows marketers to identify patterns and trends in customer behaviour and subsequently improve the customer’s user experience. By analyzing customer data, marketers can gain insights into how customers interact with their products or services. 

According to research conducted, marketers that use 5 or more technologies in a full marketing analytics stack are 39% more likely to increase the overall performance of their marketing operations. This shows just how efficient a marketing strategy can be if accurate and comprehensive data is analysed and dissected in the brainstorming session before a strategy is agreed upon. 

For example, marketers can see which products are the most popular, which marketing channels are driving the most traffic, and which customers are the most engaged with their brand.

With this information, marketers can optimize their marketing strategies to better target their ideal customers. For example, if they want to improve their customer service and analyze their omnichannel customer service strategy to notice that a particular marketing channel is driving the most traffic, they can focus more of their efforts on that channel. 

Alternatively, if they see that a particular customer segment is the most engaged with their brand, they can create targeted campaigns specifically for that segment.

Another way that data analysis can be used in marketing is to measure the effectiveness of marketing campaigns. Tracking key performance indicators (KPIs) such as conversion rates and customer acquisition costs can help marketers determine which campaigns are delivering the best results. This information can then be used to allocate marketing budgets more effectively, ensuring that resources are directed towards the campaigns that are generating the most revenue.

Data analysis can also help marketers to identify opportunities for growth. They can analyze customer data to identify new markets and segments that may be interested in their products or services. This can help them to expand their reach and increase their customer base.

Now that you understand the possibilities that are achievable with data analysis in marketing, let’s talk about how you can use data analysis to improve your marketing strategy.

How to Improve Your Marketing Strategy with Market Data Analysis

Decide on Your Marketing Goals

Setting marketing objectives is the first stage in refining your marketing plan using data. You must first have a clear grasp of your goals before you can assess your success. A clear marketing objective should be pertinent, timely, precise, measurable, and attainable. (SMART).

For instance, if you want to boost website traffic, you should be specific about how much, when, and how it should be done. This enables you to track your progress and adjust your strategy appropriately.

The next step after defining your marketing goals is to choose the key performance indicators (KPIs) that will help you gauge your success. KPIs are quantifiable metrics that are closely related to your marketing goals.

Your KPIs might include statistics like website sessions, unique visitors, bounce rate, and time on site if you want to, for example, boost website traffic. By monitoring these KPIs, you can assess the success of your marketing initiatives and make data-driven choices to enhance your strategy.

Data Organization and Gathering

Important first stages in using data analysis to enhance your marketing strategy are data gathering and organization. Before you can evaluate data, you must first make sure you have access to pertinent and accurate information.

Finding the sources that are most pertinent to your marketing goals is the first stage in data collection. Research shows that marketers are 72% more likely than the mainstream to invest in the quality and volume of the first-party data they capture. This is a necessary step to creating robust strategies that are backed by data. 

Both internal and exterior data sources, such as live chat data, social media platforms, market research studies, or industry benchmarks, could be used to achieve this. Examples of internal data sources include customer databases like Hootsuite and website analytics tools such as Google Analytics. 

After identifying the data sources, you must collect the required data from each one.

People discussing with market data on a desktop

This process can be carried out manually or with the aid of automated tools that gather data from various sources and combine it in a singular data repository. There are many tools available for gathering data including Google Analytics, SEMrush, and Ahrefs.

Data cleaning and organization are essential after data collection. As part of this, irrelevant or redundant data must be removed, definitions and formats must be consistent, and any mistakes or inconsistencies in the data must be fixed. A crucial stage in ensuring the accuracy and dependability of your analysis is cleaning and organizing your data.

To aid in data organization, many companies use data management systems or data warehouses. These are specialized software programs that have the capacity to keep and arrange a lot of data in a structured manner. These systems enable marketers to conveniently obtain and examine data from various sources in one place.

Analysis of Data

The next stage is to analyze the data in order to gain insights into customer behavior and preferences after collecting and organizing it. Utilizing mathematical methods and tools, data analysis involves finding patterns and trends in data that can be used to guide your marketing strategy.

In order to analyze the data properly, you need to be able to read and see patterns through visualisation. A tool such as Tableau will come in handy at this stage. 

A range of statistical methods and tools are available to marketers for the analysis of data. 

It’s important to understand each method and how they can help you make better decisions from available data.

For instance, regression analysis, a type of statistical method, can be used by marketers to comprehend the connections between different variables, such as the connection between customer age and purchase intent. 

With the help of this method, it is possible to identify the variables that influence consumer behaviour the most powerfully, which can then be used to inform marketing plans.

By examining data, marketers can spot trends and patterns in consumer behavior. For instance, they might learn that a certain demographic favors a particular product or that customers prefer to buy at particular periods of the day or year. These insights can be used to enhance marketing tactics, such as focusing promotions on certain customer groups or timing promotions to have the greatest impact.

Make Decisions Based on Data

Finding insights allows marketers to make meaning of the data they have collected, making it a crucial step in the market data analysis process. Marketers can use the results of data analysis to fine-tune their marketing strategies, better understand their target market, and identify trends and patterns in customer behaviour.

To gain insights, marketers should look for themes and trends in the data. To do this, it might be necessary to analyze data from a variety of sources, including sales data, website traffic, social media engagement, and customer demographics. 

Marketing team meeting in a boardroom

Finding insights requires you to analyze both the advantages and disadvantages of the current marketing strategy. By examining the statistics, marketers can determine which components of their marketing efforts are effective and which are not. If a particular marketing channel is not generating a lot of engagement or sales, for example, marketers can reevaluate their strategy and try new tactics.

Once insights are discovered, marketers can use this info to improve their marketing tactics. This could require altering the ads’ targeting, messaging, or distribution strategies. 

Track and evaluate results

Making data-driven choices is crucial to using market data analysis to improve your marketing strategy. After you have examined your data and identified patterns and trends in customer behaviour, use these lessons to direct your marketing decisions.

You must first ascertain the outcomes of your data study. You can gain a better understanding of your customers by discovering crucial details such as preferences, purchasing trends, and demographic characteristics. In addition, you should evaluate the parts of your current marketing strategy that still require work, such as low engagement or low conversion rates, and determine what changes should be made.

Developing a marketing strategy based on your data research is the second stage. This plan should be tailored to the specific requirements and goals of your business as well as the tastes and behaviors of your target audience. Your data findings should have an impact on important marketing strategy components like messaging, creative, targeting, and media platforms.

By using data to inform your decisions, you can reduce the likelihood of making costly mistakes or launching campaigns that fail to engage with your target audience. Instead, to increase success rates and ROI, you can choose based on well-researched information.

You must generally make choices based on data if you want to use data analysis to improve your marketing strategy. With these insights, you can better inform your marketing choices and develop a tailored marketing plan, that’ll increase your chances of success and meet your marketing goals.


Any marketing strategy’s effectiveness depends on market data analysis. You can learn more about the behaviour, preferences, and requirements of your customers by simply gathering and analyzing data, which can help you make better marketing choices. 

A continuous and ongoing data analysis is essential for any marketing plan to be successful. You can improve your marketing efforts over time by analyzing customer data, monitoring KPIs, making data-driven choices, and frequently reviewing performance.