LTA vs. MTA

Você sabia que isso aconteceria em algum momento como Marketing Analyst: o diretor de Marketing quer saber qual modelo de atribuição você recomenda usar daqui para frente. Atualmente, a atribuição de último toque é a padrão na sua empresa porque, historicamente, a maior parte do investimento era em busca paga.

Agora que o programa de marketing está mais maduro, com um conjunto mais diverso de canais, o diretor quer avaliar a atribuição de múltiplos toques versus a atribuição de último toque. Seu trabalho como Marketing Analyst é explicar as duas metodologias e seu potencial impacto nos relatórios de marketing.

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Marketing Analytics para Negócios

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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: 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: KPIs e métricas Exercise 2: Funil de marketing Exercise 3: KPI vs. métrica de apoio Exercise 4: Previsão de marketing Exercise 5: Requisitos para previsão Exercise 6: Processo de previsão Exercise 7: Modelagem de atribuição Exercise 8: LTA vs. MTA

Exercicio Atual

Exercise 9: Identificar o modelo de atribuição Exercise 10: Modelagem de receita e custos Exercise 11: Considerações sobre investimento e receita Exercise 12: Cálculos de CAC e LTV Exercise 13: Encerramento