Chapter 6. Marketing and Advertising Analytics in Ecommerce
Marketing is the business activity of communicating the value of a product such that a consumer recognizes that value and performs a value-generating transaction for the business. Advertising is the vehicle by which marketing communicates that value. Marketing and advertising analytics, thus, involves conducting analysis to support the marketing function and make recommendations that improve advertising performance. The information and recommendations are used by managers to make decisions about what to do next, both tactically and strategically. As an ecommerce analyst your job may include analyzing the impact of marketing spend overall on revenue, brand value or equity, specific types ...
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