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Hudson Myers
Hudson Myers

Marketing Analytics Strategic Models And Metrics

Marketing Analytics: Strategic Models and Metricsgives marketing students and professionals a practical, structured, andcomprehensive guide to marketing analytics. The book covers a varietyof different strategic models and metrics to aid marketers inquantifying and monitoring their marketing efforts, as well aspredicting their results. With the additional insight, marketers canmake better decisions and maximize the effectiveness of their marketingbudget.

Marketing Analytics Strategic Models And Metrics

Case Study Solutions are available by goingto the Contactpage and sending a note requesting them. You must be an educator, aprofessional not taking a marketing analytics course, or a student withpermission from your professor to get the case study solutions.

Stephan Sorger, MBA, MS, PE, is an award-winning author of business and marketing textbooks, an adjunct faculty member of several major unitersities, a popular speaker on marketing topics, and a consultant on analytics and pricing topics.

Price Analytics: Strategy, Tactics and Execution offers pricing students and professionals a practical, structured, and comprehensive guideto price analytics. The book includes price models, decision-making tools, numerical examples, and more than 500 figures.

Marketing Analytics: Strategic Models and Metricsoffers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations.

Marketing Planning: Where Strategy Meets Actionoffers marketing students and professionals a practical, step by step guide to creating marketing plansthat deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans.

Marketing Analytics: Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and results in their organizations.

In the Marketing Analytics XSeries you will learn best approaches and practices to marketing measurement and analysis. You will get hands-on experience applying analytics tools and techniques to real-world marketing problems and understand analytics-based marketing to drive ROI for your marketing campaigns. The series has an accompanying recommended textbook, "Marketing Analytics: Strategic Models and Metrics." The book includes suggested optional readings for every module in the Marketing Analytics XSeries, and is packed with examples and figures to relate the content to real-world problems.

Marketing Analytics: Strategic Models and MetricsBOOK DETAILPaperback: 498 pages Publisher: CreateSpace Independent Publishing Platform; 1 edition (January 31, 2013) Language: English ISBN-10:1481900307 ISBN-13: 978-1481900300 Product Dimensions: 7.4 x 1.1 x 9.7 inches Shipping Weight: 2.4 pounds (View shipping rates andpolicies) Customer Reviews:Book DescriptionMarketing Analytics: Strategic Models and Metrics offers marketing students and professionals a practical guide to strategic decisionmodels and marketing metrics. The tools described in the book will aid marketers in making intelligent decisions to drive revenue and resultsin their organizations. The book contains a wealth of information on marketing analytics: Almost 500 pages of text, covering a wide varietyof decision models and metrics Nearly 400 figures, including diagrams, tables, and charts Step-by-step instructions on marketsegmentation, conjoint analysis, and other techniques Current examples demonstrating how organizations are applying models and metricsThe list of chapters below includes a sample of the topics: Chapter 1. Introduction - Introduction to marketing analytics Chapter 2. MarketInsight - Market sizing and trend analysis Chapter 3. Market Segmentation - Segment identification, analysis, and strategy Chapter 4.Competitive Analysis - Competitor identification, analysis, and strategy Chapter 5. Business Strategy - Analytics-based strategy selectionChapter 6. Business Operations - Forecasting, predictive analytics, and data mining Chapter 7. Product and Service Analytics - Conjointanalysis and product/service metrics Chapter 8. Price Analytics - Pricing techniques and assessment Chapter 9. Distribution Analytics -Analytics-based channel evaluation and selection Chapter 10. Promotion Analytics - Promotion budget estimation and allocation Chapter 11.Sales Analytics - Metrics for sales, profitability, and support Chapter 12. Analytics in Action - Pivot tables and data-driven presentationsEdition: First Edition, Version 1.1, introduced November 2013. Revision 1.1 incorporates minor corrections and edits. It retains the samelayout as the original release (First Edition, Version 1.0). See for a complete record of all changes.

In this program, you will explore theprinciples and strategies of a data-driven approach to marketing and how to apply those in the real world. Drawing on real-world use cases from companies like Netflix and, you will explore the four steps for analytics mastery and gain the confidence to implement innovative marketing analytics initiatives in your organization.

Today's marketing professionals spend a lot of time comparing the performance of different campaigns and product lines, trying to root out inefficiencies and identify underperformers. They understand that analytics are key to improving ROI, yet many lack the skills and training to leverage analytic tools, models, andframeworks to produce actionable insights.Using real-world case studies featuring successful companies, the Marketing Analytics program fills those gaps. This program is designed primarily for:

An accomplished researcher who specializes in quantitative marketing and industrial organization, Prof. Jeziorski has been with the Haas School of Business since 2012. He developed a successful UC Berkeley MBA elective covering topics in marketing analytics, including targeting, churn management, causal analysis, machine learning, and experiment design. Before coming to UC Berkeley, he served as Senior Research Fellow at the National University of Singapore and Assistant Professor of Economics at Johns Hopkins University. He was also a Visiting Scholar at Microsoft Research.

If Brown's Business paid for advertising or created a web page, how do they know if they're getting a return on their investment in terms of customers buying their products and creating revenue? It all comes down to marketing analytics.

Using marketing analytics, organizations can measure the effectiveness of their marketing strategies by analyzing those strategies and managing them to make sure the organization is getting the most bang for their buck. Simply put, they want those marketing dollars to translate into customer purchases.

That's exactly what Brown's Business needs. But, what do they look at specifically to compare their marketing budget to their sales? That's where marketing metrics come in. Marketing metrics are the measurable items that can help an organization find its return on investment for its marketing strategies. Let's take a look at some of these metrics and what they mean.

This is great. These are real numbers organizations can use to evaluate the effectiveness of their marketing campaign and make data-based decisions. Marketing metrics can provide insights into the best ways an organization can meet the needs of their customers.

In the end, organizations need to know that marketing is not static. Things change, customers' needs change, key terms change, and an organization needs to constantly monitor their marketing analytics and metrics to stay up to date with what customers want, so they can make their marketing dollars work effectively. Organizations can also use predictive analytics to get ahead of their competition by figuring out which products or services interest their customers.

Marketing analytics is a measure of the effectiveness of an organization's marketing strategies to ensure that marketing dollars are being spent wisely. Marketing metrics are quantifiable, or measurable, values that organizations can compare and use to make decisions about their products or their marketing strategies. Marketing metrics can include information related to customer acquisition cost (CAC), or how much money spent on marketing equates to an acquired customer. Organizations can also look at the cost per customer, lifetime value of a customer, or how long it takes to pay back the CAC.

Digital marketing metrics that organizations can use include how many people visited a website or blog, how many of those people became purchasing customers, how long it took to convert a visitor to a customer, and how many first time customers became repeat customers. Organizations can use this information to justify their marketing costs. They can also use predictive analytics to ensure that they're meeting the needs of customers now and in the future by analyzing keyword searches to see what features customers are most interested in or what's trending.

The influx of digital technologies has transformed businesses today. Especially the domain of marketing has been fundamentally changed and marketing analytics has emerged as an essential component of digital marketing strategy to measure and optimize the marketing efforts. Unlike newspapers and magazine advertisements, digital campaigns leave behind a tonne of digital footprints in terms of valuable data points. which a marketer can use to understand what areas are performing well, and what are not, by measuring the impact of your initiatives and campaigns.

There are challenges, however. Typically, marketing processes tend to span across several different channels and this can make it challenging for businesses to derive a unified intelligence by accessing the data scattered in multiple siloes. With an integrated marketing analytics plan, you can build a solid architecture to bring the diverse data points into a common repository, and build a reporting layer on top of it to gain a single source of truth to important business KPIs, such as understanding the contribution of your marketing campaigns to your bottom-line revenue growth.


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