LTA vs. MTA

Je wist dat dit er ooit van zou komen als Marketing Analyst: de Marketing Director wil weten welk attributiemodel jij aanbeveelt voor de toekomst. Op dit moment is last touch-attributie de norm bij je bedrijf, omdat historisch gezien het grootste deel van de uitgaven naar betaalde zoekadvertenties ging.

Nu het marketingprogramma volwassener is, met een gevarieerder kanaallandschap, wil de director multi-touch-attributie vergelijken met last touch-attributie. Jouw taak als Marketing Analyst is om beide methodologieën uit te leggen en hun mogelijke impact op marketingrapportages te bespreken.

Deze oefening maakt deel uit van de cursus

Marketinganalytics voor bedrijven

Cursus bekijken

Praktische interactieve oefening

Zet theorie om in actie met een van onze interactieve oefeningen.

Begin met trainen

Deze oefening maakt deel uit van de cursus

Marketinganalytics voor bedrijven

SkillTag.level.beginnerSkillTag.label

4.8+

499 reviews

Begin de cursus gratis

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: Text analysis Exercise 2: Branded and non-branded keywords Exercise 3: Paid search analysis Exercise 4: Sentiment analysis Exercise 5: Social media comments Exercise 6: NLP or manual sentiment analysis Exercise 7: Audience segmentation Exercise 8: Segmentation data options Exercise 9: Cluster analysis attributes Exercise 10: Integrated campaigns Exercise 11: Campaign stages Exercise 12: Integrated campaign planning

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: KPI's en metriek Exercise 2: Marketingfunnel Exercise 3: KPI vs. ondersteunende metric Exercise 4: Marketingvoorspelling Exercise 5: Vereisten voor forecasting Exercise 6: Forecastproces Exercise 7: Attributiemodellering Exercise 8: LTA vs. MTA

Huidige oefening

Exercise 9: Identificeer het attributiemodel Exercise 10: Omzet- en kostenmodellering Exercise 11: Overwegingen voor uitgaven en inkomsten Exercise 12: CAC- en LTV-berekeningen Exercise 13: Afronding