Marketing Analytics Strategic Models And Metrics Stephan Sorger Pdf ❲2024❳

Stephan Sorger's "Marketing Analytics: Strategic Models and Metrics" provides a data-driven framework for transitioning marketing from a cost center to a profit center using predictive, descriptive, and normative models. The text outlines twelve functional areas—including market segmentation, conjoint analysis, and resource allocation—to enable simulation-based strategic decision-making. For more details, visit stephansorger.com Google Books Marketing Analytics: Strategic Models and Metrics

: Characterize marketing phenomena and identify causal relationships (e.g., Predictive Models Marketing Professionals : Marketers seeking to improve their

1. Marketing Professionals: Marketers seeking to improve their analytical skills and measure the effectiveness of their marketing campaigns.
2. Business Analysts: Analysts responsible for evaluating marketing performance and providing data-driven insights to stakeholders.
3. Executives and Managers: Senior leaders looking to understand the role of marketing analytics in driving business growth and informing strategic decisions.

Market Insight (Ch 2): Techniques for market sizing and trend analysis to understand the total addressable market. Market Insight (Ch 2): Techniques for market sizing

1. The Customer Journey Analytics Model (The Funnel 2.0)

Traditional funnels (Awareness -> Interest -> Desire -> Action) are linear. Sorger argues for a dynamic, circular model. you are flying blind.

The Core Philosophy: Attribution and Optimization

At the heart of Sorger’s teaching is the concept of attribution. In a multi-channel world (Email, SEO, PPC, Social, Direct Mail), which channel deserves credit for the sale? Without a strategic model, you are flying blind.

1. Strategic approach: The book takes a strategic approach to marketing analytics, focusing on the development of a marketing strategy that is supported by data analysis.
2. Models and metrics: Sorger provides a wide range of strategic models and metrics that marketers can use to measure and optimize their marketing efforts.
3. Practical examples: The book includes numerous practical examples and case studies to illustrate key concepts and make them more accessible.
4. Focus on decision-making: The author emphasizes the importance of using data analysis to inform marketing decisions, rather than simply collecting and reporting data.