Marketing Analytics: Strategic Models and Metrics
Marketing analytics is the practice of measuring, analyzing, and optimizing the performance and impact of marketing activities. Marketing analytics helps marketers to make data-driven decisions, improve marketing effectiveness, and demonstrate marketing's contribution to revenue
Marketing Analytics Strategic Models And Metrics
and profit. Marketing analytics can also provide insights into customer behavior, preferences, and needs, as well as market trends, opportunities, and threats.
However, marketing analytics is not a simple or straightforward task. Marketers face many challenges and questions when it comes to choosing and applying the right strategic models and metrics for their marketing goals. For example:
How can marketers segment their market and target their customers effectively?
How can marketers measure the value and satisfaction of their products and services?
How can marketers optimize their pricing strategy and assess its impact?
How can marketers select and evaluate their distribution channels and partners?
How can marketers forecast their sales and revenue,
and predict the outcomes of their marketing actions?
How can marketers communicate their results and recommendations to their stakeholders?
To answer these questions, marketers need a practical, structured, and comprehensive guide to marketing analytics. This is where the book Marketing Analytics: Strategic Models and Metrics by Stephan Sorger comes in handy.
What is Marketing Analytics: Strategic Models and Metrics?
Marketing Analytics: Strategic Models and Metrics is a book that offers marketing students and professionals a practical guide to strategic decision models and marketing metrics. The book covers a wide variety of topics and tools that aid marketers in making intelligent decisions to drive revenue and results in their organizations.
The book contains a wealth of information on marketing analytics:
Almost 500 pages of text, covering a wide variety of decision models and metrics
Nearly 400 figures, including diagrams, tables, and charts
Step-by-step instructions on market segmentation, conjoint analysis, and other techniques
Current examples demonstrating how organizations are applying models and metrics
The book is divided into eight chapters, each focusing on a different aspect of marketing analytics:
Introduction: This chapter introduces the concept and importance of marketing analytics, as well as the main steps and challenges involved in the process.
Market Insight: This chapter covers the methods and metrics for market sizing and trend analysis, as well as the sources and types of data available for marketing analytics.
Market Segmentation: This chapter explains how to identify, analyze, and select market segments, as well as how to develop segmentation strategies based on customer needs, behavior, value, loyalty, and profitability.
Competitive Analysis: This chapter describes how to identify, analyze, and monitor competitors, as well as how to develop competitive strategies based on competitor strengths, weaknesses, opportunities, and threats.
Business Strategy: This chapter presents various frameworks and models for selecting the best business strategy based on market attractiveness, competitive advantage, growth potential, risk assessment, and resource allocation.
Business Operations: This chapter discusses how to forecast sales and revenue using various methods such as trend analysis, regression analysis, exponential smoothing, moving average, etc. It also introduces the concepts of predictive analytics and data mining for discovering patterns and relationships in data.
Product and Service Analytics: This chapter focuses on how to measure and optimize the value and satisfaction of products and services using techniques such as conjoint analysis, perceptual mapping,
customer satisfaction surveys, net promoter score,
etc.
Price Analytics: This chapter covers how to set and optimize prices using various approaches such as cost-based pricing,
value-based pricing,
competition-based pricing,
dynamic pricing,
etc. It also explains how to assess the impact of price changes on demand,
revenue,
and profit using metrics such as price elasticity,
break-even analysis,
margin analysis,
etc.
Distribution Analytics: This chapter explores how to select and evaluate distribution channels
and partners using criteria such as coverage,
cost,
control,
convenience,
etc. It also discusses how to measure
and improve channel performance using metrics such as channel contribution,
channel conflict,
channel satisfaction,
etc.
Why Should You Read Marketing Analytics: Strategic Models and Metrics?
Marketing Analytics: Strategic Models and Metrics is a valuable resource for anyone who wants to learn and apply marketing analytics in a practical
and effective way. The book offers many benefits for readers, such as:
It provides a comprehensive and structured overview of the most important models
and metrics for marketing analytics.
It explains the concepts and techniques in a clear
and easy-to-understand way, with step-by-step instructions
and examples.
It helps readers to develop and sharpen their analytical skills
and critical thinking abilities.
It enables readers to make data-driven decisions and recommendations that can improve marketing performance
and impact.
It empowers readers to build respect and credibility for their marketing function
and demonstrate marketing's contribution to revenue
and profit.
If you are interested in learning more about marketing analytics, you can buy the book Marketing Analytics: Strategic Models and Metrics by Stephan Sorger from [Amazon] or [Google Books]. You can also visit the author's website [here] for more information and resources.
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