The third division of our group is our Business Intelligence division, which includes all of our analytics, reporting, forecasting, modeling, data visualization, and empirical research. Their data-driven research and analysis fuels the marketing strategy team and is the backbone behind the actions for the Activation & Growth team. Data keeps our marketing design moving forward with a consistent feedback loop that optimizes our results.
Our data analysis efforts cover our reporting, forecasting and modeling efforts – breaking down trends, insights, and impact of member behavior on AAERRR strategy (more on what this later, but for now think of it as our core marketing framework in which we operate and design strategy). Our data visualization efforts provide interactive data storytelling around member research and campaign performance. Finally, our member research efforts focus on queries and pulls member behavior and demographic insights on members acquired through each channel and campaign.