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Marketing Analytics

The document discusses various aspects of marketing analytics, including data sources like loyalty cards and social media capture. It outlines different analytics models such as Media Mix Models, Multi-Touch Attribution, and Unified Marketing Measurement. Additionally, it emphasizes the importance of common sense and decision-making in the analytics process.

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chhabrasonu
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2 views

Marketing Analytics

The document discusses various aspects of marketing analytics, including data sources like loyalty cards and social media capture. It outlines different analytics models such as Media Mix Models, Multi-Touch Attribution, and Unified Marketing Measurement. Additionally, it emphasizes the importance of common sense and decision-making in the analytics process.

Uploaded by

chhabrasonu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Analytics

Dr. Shreshth Chhabra


Attributable to various sources
The Customer Black-Box
Data Maniacs!!

 The visiting card bowl


 The loyalty cards
 Data Buy
 Sign-up – Freebies !
 Registration – Forced!
 Referrals – The reader digest days!!
 Social media capture
 Real-time data
Data Context
 Primary, Secondary, Tertiary
 Organic / In-organic
Approaching Customer
Analytics models and methods
 Media Mix Models (MMM): that look at aggregate
data over a long period of time.
 Multi-Touch Attribution (MTA): that provide person-
level data from across the buyer’s journey.
 Unified Marketing Measurement (UMM):
measurement that integrates various attribution
models including MMM and MTA into
comprehensive engagement metrics
Beyond Software!

 Common sense!
 The Decision Making
 https://online.hbs.edu/blog/post/what-is-marketing-analytics
 https://www.marketingevolution.com/marketing-essentials/marketing-an
alytics
 https://www.linkedin.com/pulse/how-real-time-data-analytics-craft-custo
mer-kantheera-vanichsangsopon

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