Geïntegreerde campagneplanning

Het is een spannende tijd voor een Marketing Analyst — de Marketing Director lanceert volgende maand een grote, geïntegreerde marketingcampagne — en jij mag het marketingteam vanaf het begin adviseren! Deze speciale korting richt zich op recente afgestudeerden die geïnteresseerd zijn in een carrière in data science.

Gelukkig heb je al wat analyses gedaan, maar de volgende vraag blijft: "Als we weten welk segment we moeten targeten op basis van de kans om op eender welke promotie te reageren, hoe kunnen we in een snelle en schaalbare manier vóór de campagne live gaat bevestigen welke kortingsboodschap we aan dit segment moeten laten zien?"

Deze oefening maakt deel uit van de cursus

Marketinganalytics voor bedrijven

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Deze oefening maakt deel uit van de cursus

Marketinganalytics voor bedrijven

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What does a marketing analyst do? Why is this role in high demand? In this chapter, you’ll learn about roles and business questions that a marketing analyst encounters. From revenue impact to campaign insights—you'll find that marketers will never run out of problems to analyze.

Exercise 1: Marketing lever fundamentals Exercise 2: Campaign attributes Exercise 3: Channels and tactics Exercise 4: Lever hierarchy Exercise 5: Marketing roles Exercise 6: Internal partners Exercise 7: External partners Exercise 8: Marketing business questions Exercise 9: Marketing roles and business questions Exercise 10: Marketing roles and KPIs

Marketing analytics is not for the faint of heart! Between numerous data sources and ever-increasing privacy legislation, marketing analysts must consider multiple factors in reporting. Add in measuring the indirect impact of marketing, and you’ll see why marketing analysts get extremely comfortable with imperfect data.

Exercise 1: Marketing data sources Exercise 2: Internal vs. advertiser data Exercise 3: Channel granularity Exercise 4: Audience targeting insights Exercise 5: Privacy laws Exercise 6: GDPR assessment Exercise 7: Cookie types Exercise 8: Indirect impact of marketing Exercise 9: Direct vs. Indirect channels Exercise 10: Blurred lines of channel impact

Now that you know more about the marketing analytics landscape, let's talk about how you can use it to assess campaign performance. To do this, you’ll dive into text and sentiment analysis, audience segmentation, and predictive analytics. Marketers and executives rely on analytics to send the right message to the right people at the right time.

Exercise 1: Tekstanalyse Exercise 2: Branded en niet-branded zoekwoorden Exercise 3: Analyse van betaald zoeken Exercise 4: Sentimentanalyse Exercise 5: Reacties op social media Exercise 6: NLP of handmatige sentimentanalyse Exercise 7: Doelgroepsegmentatie Exercise 8: Opties voor segmentatiedata Exercise 9: Kenmerken van clusteranalyse Exercise 10: Geïntegreerde campagnes Exercise 11: Campagnefasen Exercise 12: Geïntegreerde campagneplanning

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The big question every marketer asks is "did my marketing efforts make any money?" To answer that question you'll have to consider: seasonal patterns, business model, campaign goals, and ROI. Most importantly, you’ll be responsible for setting and measuring KPIs to evaluate marketing effectiveness.

Exercise 1: KPIs and metrics Exercise 2: Marketing funnel Exercise 3: KPI vs. supporting metric Exercise 4: Marketing forecasting Exercise 5: Forecast requirements Exercise 6: Forecasting process Exercise 7: Attribution modeling Exercise 8: LTA vs. MTA Exercise 9: Identify attribution model Exercise 10: Revenue and cost modeling Exercise 11: Spend and revenue considerations Exercise 12: CAC and LTV calculations Exercise 13: Wrap-up