Harcama ve gelirle ilgili değerlendirmeler

Finans ekipleri, tahminleme çalışmalarından o kadar etkilendi ki pazarlama programı için ROI modellemesinde seninle çalışmak istiyorlar. Toplam iş için daha büyük finansal modellere entegre edecekleri harcama ve gelir rakamlarını sağlamanı umuyorlar.

Tüm pazarlama kanallarından bu veriyi çekmenin hiç de kolay olmayacağını biliyorsun ve işin zorluk seviyesine dair beklentileri doğru ayarlamak istiyorsun. Finansla çalışırken, pazarlama harcaması ve geliri belirlemenin inceliklerini anlamalarının onlar için faydalı olacağına karar veriyorsun.

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İşletmeler için Pazarlama Analitiği

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İşletmeler için Pazarlama Analitiği

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Kursa Ücretsiz Başla

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'ler ve metrikler Exercise 2: Pazarlama hunisi Exercise 3: KPI vs. destekleyici metrik Exercise 4: Pazarlama tahminleme Exercise 5: Tahmin gereksinimleri Exercise 6: Tahmin süreci Exercise 7: Atıf modelleme Exercise 8: LTA vs. MTA Exercise 9: Attribüsyon modelini belirle Exercise 10: Gelir ve maliyet modelleme Exercise 11: Harcama ve gelirle ilgili değerlendirmeler

Geçerli egzersiz

Exercise 12: CAC ve LTV hesaplamaları Exercise 13: Kapanış