For companies to create better marketing campaigns that will generate positive results, they need to be relying on marketing analytics and the data that has been generated from previous promotional efforts.

However, not every company can understand how it needs to go about utilizing the information that’s being generated.

That’s why one of the best ways to learn is by the example of how other companies are using their own analytics to make marketing or business decisions.

Netflix

According to reports, the customer retention rate that Netflix has is around 90%, which is far higher compared to any of its competitors.

According to the company itself, the one thing that drives its success is collecting and using analytics on customer behavior.

There are several things that the platform collects to inform its algorithm, including what types of devices users are using to watch shows, as well as the time and date when they watch them.

It also keeps track of whether users binge-watch shows, the time it takes to do that, and when they hit pause whether they resume watching later.

However, aside from all that information, the company also tries to figure out the interactions that all the users have with their favorite movies or shows.

For instance, if the streaming platform recommends a specific movie or show, whether that user is going to finish that recommendation, and then rate it as well.

Given the fact that Netflix has over 150 million subscribers, it’s able to access a large pool of data to generate its insights.

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This strategy has been critical to the success of the platform given the fact that around 80% of all its viewer activity is actually created from the personal recommendations of the company’s algorithm.

Allrecipes

One of the largest digital food brands in the world, Allrecipes has over 85 million users available in 23 countries, spanning 18 different websites. However, no matter how big a brand might be, it always has to take its competitors into consideration.

One of the things that this brand does to maintain its competitive advantage is to figure out how it can understand every single stage of the buying journey of its target audience.

To do that, the company decided to set primary objectives such as expanding its user base and improving the user experience.

It also wanted to generate more video and mobile engagement, while growing its revenue from advertising, and use all that information that is generated to inform future product strategies.

To achieve those goals, the company decided to work with a business intelligence platform, Tableu, where the business could visualize all of the data in a single place.

This tool allows the brand to create custom dashboards and organize any collaboration that’s been planned so it could achieve the objectives it set out in the beginning.

By using the digital marketing analytics visualization and collection tools, Allrecipes managed to collect the data it needed to improve its mobile website.

That included encouraging users to upload their recipe photos with an interface that was easy to use and optimize all of the content on its websites.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.