LTA vs. MTA

Bir Pazarlama Analisti olarak bunun bir gün olacağını biliyordun; Pazarlama Direktörü gelecekte hangi ilişkilendirme modelini kullanmanı önerdiğini bilmek istiyor. Şu anda, şirketinde son temas ilişkilendirmesi norm, çünkü tarihsel olarak harcamanın çoğu ücretli aramadaydı.

Artık pazarlama programı daha olgun ve daha çeşitli kanallara sahip olduğuna göre, direktör çoklu temas ilişkilendirmesini son temas ilişkilendirmesine karşı değerlendirmek istiyor. Bir Pazarlama Analisti olarak görevin, her iki yöntemi de ve pazarlama raporlarına olası etkilerini açıklamak.

Bu egzersiz

İşletmeler için Pazarlama Analitiği

kursunun bir parçasıdır

Kursu Görüntüle

Uygulamalı interaktif egzersiz

İnteraktif egzersizlerimizden biriyle teoriyi pratiğe dökün

Egzersizi başlat

Bu egzersiz

İşletmeler için Pazarlama Analitiği

kursunun bir parçasıdır

InicianteNível de habilidade

4.8+

499 reviews

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: 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

Geçerli Egzersiz

Exercise 9: Attribüsyon modelini belirle Exercise 10: Gelir ve maliyet modelleme Exercise 11: Harcama ve gelirle ilgili değerlendirmeler Exercise 12: CAC ve LTV hesaplamaları Exercise 13: Kapanış