A Practical Guide to Marketing Analytics - ebook (PDF)
A Practical Guide to Marketing Analytics
Tired of marketing reports that don't translate into real-world results? Overwhelmed by the complexity of attribution models? This no-nonsense guide cuts through the jargon and delivers actionable strategies for measuring marketing effectiveness and optimising your ROI.
Learn how to:
Establish a Marketing Data Hub: Build a centralised system for tracking and analysing your marketing data, even with limited resources.
Focus on the right Metrics: Prioritise the most important metrics for your business, such as new revenue and marketing spend, and use them to calculate Return on Investment.
Navigate Attribution Models: Understand the strengths and weaknesses of different attribution methods and choose the ones that best suit your needs.
Make use of AI for automation and data analysis
Make Data-Driven Decisions: Use your marketing insights to improve campaigns, allocate budgets effectively, and drive sustainable growth.
This book is ideal for:
Marketing managers and directors who want to understand what good marketing measurement frameworks looks like
Marketing analysts who want to sharpen their skills and knowledge
Business owners and entrepreneurs who want to get a better understanding of how to use marketing data to grow their business
Students who are interested in pursuing a career in marketing analytics
Data Analyst wanting to master the unique concepts and applications of marketing analytics
About the Author:
Agnes Bungsy is a seasoned professional with over 17 years of expertise in the field of analytics, specializing in digital and marketing analytics. Based in London, UK, Agnes has had the privilege of collaborating with some of the industry's leading organizations, including Google, Yahoo, Siemens, TikTok, Badoo, Wex Inc., and Trainline.
In addition to her impressive career, Agnes is the founder of AnalyticsHacker.com, a platform that offers comprehensive data analytics training and courses for both companies and individuals. Her dedication to advancing the field of analytics is further evidenced by her regular appearances as a speaker at industry events throughout the UK, where she shares her knowledge and insights with a broader audience.
Key Takeaways
Remember, any form of measurement is only valuable if you're prepared to act on the insights it provides. Avoid measuring for the sake of measuring; focus on data that can drive meaningful change and improvement.
If choosing metrics feels overwhelming, remember that for acquiring new customers, only two truly matter: New Revenue and Marketing Spend. These form the basis for your Return on Marketing Investment (ROMI). Any further tracking should serve to optimise your marketing, either by boosting growth or directly improving your ROMI, aligned with your business objectives.
In marketing attribution, the abundance of techniques (last-click, data-driven, MMM, platform attribution, attribution surveys etc.) can be overwhelming. Remember, it's not about choosing one technique, but strategically combining those that offer actionable insights and align with your available resources.
Embrace Generative AI. Use AI to automate repetitive tasks, generate creative content, and democratise analytics for better decision-making.
Build your Marketing Data Hub which centralises your marketing data, providing a single source of truth for understanding your efforts. It doesn't need to be complex—even a simple weekly campaign spend and conversions tracker is a good starting point. The key is to have consistent access to your marketing data, allowing you to track performance, identify trends.
A Practical Guide to Marketing Analytics
Tired of marketing reports that don't translate into real-world results? Overwhelmed by the complexity of attribution models? This no-nonsense guide cuts through the jargon and delivers actionable strategies for measuring marketing effectiveness and optimising your ROI.
Learn how to:
Establish a Marketing Data Hub: Build a centralised system for tracking and analysing your marketing data, even with limited resources.
Focus on the right Metrics: Prioritise the most important metrics for your business, such as new revenue and marketing spend, and use them to calculate Return on Investment.
Navigate Attribution Models: Understand the strengths and weaknesses of different attribution methods and choose the ones that best suit your needs.
Make use of AI for automation and data analysis
Make Data-Driven Decisions: Use your marketing insights to improve campaigns, allocate budgets effectively, and drive sustainable growth.
This book is ideal for:
Marketing managers and directors who want to understand what good marketing measurement frameworks looks like
Marketing analysts who want to sharpen their skills and knowledge
Business owners and entrepreneurs who want to get a better understanding of how to use marketing data to grow their business
Students who are interested in pursuing a career in marketing analytics
Data Analyst wanting to master the unique concepts and applications of marketing analytics
About the Author:
Agnes Bungsy is a seasoned professional with over 17 years of expertise in the field of analytics, specializing in digital and marketing analytics. Based in London, UK, Agnes has had the privilege of collaborating with some of the industry's leading organizations, including Google, Yahoo, Siemens, TikTok, Badoo, Wex Inc., and Trainline.
In addition to her impressive career, Agnes is the founder of AnalyticsHacker.com, a platform that offers comprehensive data analytics training and courses for both companies and individuals. Her dedication to advancing the field of analytics is further evidenced by her regular appearances as a speaker at industry events throughout the UK, where she shares her knowledge and insights with a broader audience.
Key Takeaways
Remember, any form of measurement is only valuable if you're prepared to act on the insights it provides. Avoid measuring for the sake of measuring; focus on data that can drive meaningful change and improvement.
If choosing metrics feels overwhelming, remember that for acquiring new customers, only two truly matter: New Revenue and Marketing Spend. These form the basis for your Return on Marketing Investment (ROMI). Any further tracking should serve to optimise your marketing, either by boosting growth or directly improving your ROMI, aligned with your business objectives.
In marketing attribution, the abundance of techniques (last-click, data-driven, MMM, platform attribution, attribution surveys etc.) can be overwhelming. Remember, it's not about choosing one technique, but strategically combining those that offer actionable insights and align with your available resources.
Embrace Generative AI. Use AI to automate repetitive tasks, generate creative content, and democratise analytics for better decision-making.
Build your Marketing Data Hub which centralises your marketing data, providing a single source of truth for understanding your efforts. It doesn't need to be complex—even a simple weekly campaign spend and conversions tracker is a good starting point. The key is to have consistent access to your marketing data, allowing you to track performance, identify trends.
A Practical Guide to Marketing Analytics
Tired of marketing reports that don't translate into real-world results? Overwhelmed by the complexity of attribution models? This no-nonsense guide cuts through the jargon and delivers actionable strategies for measuring marketing effectiveness and optimising your ROI.
Learn how to:
Establish a Marketing Data Hub: Build a centralised system for tracking and analysing your marketing data, even with limited resources.
Focus on the right Metrics: Prioritise the most important metrics for your business, such as new revenue and marketing spend, and use them to calculate Return on Investment.
Navigate Attribution Models: Understand the strengths and weaknesses of different attribution methods and choose the ones that best suit your needs.
Make use of AI for automation and data analysis
Make Data-Driven Decisions: Use your marketing insights to improve campaigns, allocate budgets effectively, and drive sustainable growth.
This book is ideal for:
Marketing managers and directors who want to understand what good marketing measurement frameworks looks like
Marketing analysts who want to sharpen their skills and knowledge
Business owners and entrepreneurs who want to get a better understanding of how to use marketing data to grow their business
Students who are interested in pursuing a career in marketing analytics
Data Analyst wanting to master the unique concepts and applications of marketing analytics
About the Author:
Agnes Bungsy is a seasoned professional with over 17 years of expertise in the field of analytics, specializing in digital and marketing analytics. Based in London, UK, Agnes has had the privilege of collaborating with some of the industry's leading organizations, including Google, Yahoo, Siemens, TikTok, Badoo, Wex Inc., and Trainline.
In addition to her impressive career, Agnes is the founder of AnalyticsHacker.com, a platform that offers comprehensive data analytics training and courses for both companies and individuals. Her dedication to advancing the field of analytics is further evidenced by her regular appearances as a speaker at industry events throughout the UK, where she shares her knowledge and insights with a broader audience.
Key Takeaways
Remember, any form of measurement is only valuable if you're prepared to act on the insights it provides. Avoid measuring for the sake of measuring; focus on data that can drive meaningful change and improvement.
If choosing metrics feels overwhelming, remember that for acquiring new customers, only two truly matter: New Revenue and Marketing Spend. These form the basis for your Return on Marketing Investment (ROMI). Any further tracking should serve to optimise your marketing, either by boosting growth or directly improving your ROMI, aligned with your business objectives.
In marketing attribution, the abundance of techniques (last-click, data-driven, MMM, platform attribution, attribution surveys etc.) can be overwhelming. Remember, it's not about choosing one technique, but strategically combining those that offer actionable insights and align with your available resources.
Embrace Generative AI. Use AI to automate repetitive tasks, generate creative content, and democratise analytics for better decision-making.
Build your Marketing Data Hub which centralises your marketing data, providing a single source of truth for understanding your efforts. It doesn't need to be complex—even a simple weekly campaign spend and conversions tracker is a good starting point. The key is to have consistent access to your marketing data, allowing you to track performance, identify trends.