Entegre kampanya planlaması

Bir Pazarlama Analisti için heyecan verici bir zaman — Pazarlama Direktörü gelecek ay büyük bir entegre pazarlama kampanyası başlatıyor — ve sen baştan itibaren pazarlama ekibine danışmanlık yapacaksın! Bu özel indirim teklifi, veri bilimi kariyerleriyle ilgilenen yeni mezunları hedefleyecek.

Neyse ki bazı analizleri çoktan tamamladın, ancak şu soru hâlâ duruyor: "Herhangi bir promosyon teklifine yanıt verme olasılığına göre hangi segmenti hedefleyeceğimizi biliyorsak, kampanya başlamadan önce, bu segmente hangi indirim mesajını göstereceğimizi hızlı ve ölçeklenebilir bir şekilde nasıl doğrularız?"

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Kursa Ücretsiz Başlayın

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: Metin analizi Exercise 2: Markalı ve markasız anahtar kelimeler Exercise 3: Ücretli arama analizi Exercise 4: Duygu analizi Exercise 5: Sosyal medya yorumları Exercise 6: NLP mi yoksa manuel duygu analizi mi Exercise 7: Kitle segmentasyonu Exercise 8: Segmentasyon veri seçenekleri Exercise 9: Küme analizi nitelikleri Exercise 10: Bütünleşik kampanyalar Exercise 11: Kampanya aşamaları Exercise 12: Entegre kampanya planlaması

Geçerli Egzersiz

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