Marketing Analytics

Marketing

ISBN:

978-1-952023-84-2

Marketing Analytics

Scott Rackham, MS Paxton Gray

This resource provides an overview of web analytics and diagnostic tools used to collect and analyze marketing data. Students will examine methods used to improve market penetration, brand recognition, customer loyalty, and overall marketing performance.

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Topic 1: Marketing Analytics in the Digital Age Topic 2: Ahrefs (SEO Analytics) Topic 3: Google Analytics (Web Traffic Analytics) Topic 4: Social Analytics, Reputation Management, and Customer Experience Topic 5: Customer Experience Analytics Topic 6: Assessing the Quality and Accuracy of Analytics Data and Establishing Data Consistency Topic 7: Selecting Correct Data and KPIs Related to Business Goals for Actionable Insight Topic 8: How to Discover, and the Importance of Calculating, Customer Lifetime Value (CLV) for a Strategic Advantage Topic 9: Segmenting Customer Data to Improve the Customer Experience Topic 10: Presenting Marketing Data and Tying Metrics to a Business Story

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