As once beautifully said by Mr. Arnold H. Glasgow “Success is simple, do what’s right, the right way, at the right time”, it clearly elucidated that in order to achieve success, it is quintessential to do the right things in a cordial manner at the right time. It will simply ensure that pertinent efforts of an individual or Organisations are directed towards the right direction which can lead to foundation of new ideas and innovations. But as said, many prominent individuals and organisations find it extremely difficult to divert these efforts in the right direction which can lead to loss of precious time, energy, capital and most importantly loss of enthusiasm and motivation. The above-mentioned aspects can be effectively related to business decisions and strategies which require all the above-mentioned aspects in abundance in order to generate profit and enhance goodwill in the long run. As because of the ever-increasing competition, maximum organisations have been indulging into rat race for applying the latest technology for their operations and spending gigantic amount of capital on it without realizing about its proper implementation. This has proved as a major roadblock for many organisations in terms of achievement of success at all (in case of start-ups) and delayed success for eminent organisations.

Marketing analytics is an emerging field on business which has witnessed tremendous growth in terms of operations and has bright future aspects in terms of growth. Many bog organisations have invested in millions to use Marketing Analytics and are ready to pay exorbitant amount of money to human resource who have the necessary skills to perform marketing analytics tasks. But the questions which pops out here and has been a case of concern is that why marketing analytics, in spite of being a tremendous source of analytical analysis has not proved effectual for many organisations. While studying about marketing analytics, I found out that many organisations don’t consider waving a specific path to determine and arrange necessary actions in a specific order to make the marketing analytics process effective. Determining a specific path for performing the marketing analytics operations can generate extravagant results which even the organisations might not have expected. So what aspects must be critically evaluated to pave a smooth path for implementation of marketing analytics operations.

As per my knowledge and understanding, the first and foremost steps for all the organisations must be to realise that marketing analytics works on past and present data together. In other words, past data is used to understand past trends comprising of key successful points as well as key negative points. It helps to collect and analyse the current data in a more efficient manner which will eventually lead to more realistic and accurate predictions. It is necessary because every time any analysis is conducted, gaps are left in that which needs to be filled in the future analysis. These gaps are critical as although they might be related to a certain aspect of marketing operation of an organisation but if it is not properly treated then it might lead to terrible performance of the entire organisations. But should the organisation stop after identifying the gaps? Evidently, the organisations must learn from these gaps and try to fill them in such a way that future gaps regarding these mistakes can never ever be discovered again.

As said by Dwight Moody “A good example is far better than a good precept”, let’s understand the above explanation with an example. For example, an organisation while reviewing its past data realised that they had recorded a huge amount of customer churn for a specific product. As per the understanding of present data, the churn hasn’t reduced much which clearly elucidated that no proper loopholes were identified and necessary action was taken. This mistake can cost the organisation loss of profit, existing capital and deterioration of goodwill. If the organisation would have kept in mind the above-mentioned steps, then the results might have been significantly different.

In the end I would like to conclude that just paving a path to achieve something is not enough. Proper study, understanding and analysis of the path and critical examination of the path can do wonders for an organisation in every aspect including that of marketing analytics.