Marketing Analytics

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge -- and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious

• Build and define brand architecture and measure marketing impact on brand value over time
• Calculate customer lifetime value and evaluate strategic marketing options
• Design basic experiments to assess marketing effectiveness and optimize budgets
• Set up regressions, interpret outputs, and distinguish economic from statistical significance