Marketing Analytics vs. Product Analytics

George Firican
3 min readAug 24, 2022


Data is one of the most critical assets for any company, and it is the key to success in many different sectors. Data analysis is a vital part of many companies’ business operations. Today, extensive data analysis is a crucial business tool. How businesses run and advertise their products across various industries is continually evolving. Therefore, if you want to succeed in today’s market, having a well-thought-out data strategy is crucial.

In this episode, we are joined by Jean-Sebastien Provost, Ph.D., to discuss marketing and product analytics. Jean-Sebastien also talks about his involvement with DataCan, how to start a career in product and marketing analytics, the top three metrics in marketing analytics, conversations in marketing efforts, and other engaging topics.

You will want to hear this episode if you are interested in:

  • [00:16] Introducing Jean-Sebastien
  • [01:13] Jean-Sebastien’s journey and how he got introduced to data science and marketing
  • [03:33] Sebastian’s definition of marketing
  • [04:23] Understanding customer behavior and cognitive analytics
  • [07:22] Sources of information on a specific persona or personas for users
  • [08:59] What product analytics is and the website onboarding process
  • [12:22] Eye tracking tools and full story tools
  • [14:14] The relationship between product analytics and marketing analytics
  • [15:31] The retention aspect of marketing
  • [17:08] The huge feedback loop between marketing and product analytics
  • [17:45] The top three metrics in marketing analytics
  • [21:09] Suggestions on when the user journey becomes essential
  • [21:34] The aspects that you can have specific journeys and multiple journeys.
  • [23:34] The general rule of thumb on attributing conversions to marking effort
  • [25:51] Data sets applicable for various products
  • [27:06] How to start a career in product and marketing analytics
  • [32:11] Jean-Sebastian’s involvement with DataCan

Notable Quotes

  • “The whole aspect of connecting behavior that way with another set of data, but still being able to study motivation, got me very fascinated.”
  • “What it comes down to is marketing and analytics, but the same thing for product analytics as well, is that one of the goals is to come up with a specific persona or personas for your users.”
  • “If you can derive some of these aspects from the data that could help you build personas, and then provide material that will be more adequate for specific personas for your product.”
  • “Information comes both ways, depending on where you are when you’re going to put your product online, or basically in your product development stages.”
  • “When you put everything into perspective, you’re spending money on marketing, that money that you spend, you need to have some sort of return on it and you get to return once you have it close to you.”
  • “The user journey should be your main priority all the time. Because if there’s a bottleneck of your process, your user will just leave your platform or just not pursue.”

About Jean-Sebastien Provost, Ph.D

Jean-Sebastien Provost, Ph.D. is a data scientist with over 12 years of experience performing data analysis and applying his analytical skills to uncover hidden trends and data that tell stories about behavior. Jean-Sebastien developed a deep understanding of how insights from data can leverage business decisions.

Jean-Sebastien is also a mentor, a speaker, and a member of the Board of Directors at DataCan.


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George Firican

Data governance & BI professional, ranked among Top 5 Global Thought Leaders on Big Data, founder of and Co-Host of the Lights On Data Show.