December 2019
Intermediate to advanced
242 pages
6h 2m
English
Content preview from Highly Effective Marketing Analytics
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Measuring Success With MMM, MTA, and Promotional Lift
Chapter Overview
Chief marketing officers and marketing executives must handle one tough task every year—how to best allocate their budget into a wide range of marketing activities so they can maximize returns of their limited marketing dollars.
Planning budget spending across the various marketing channels is a daunting exercise. The increasing of marketing channels and technologies adds complexities of marketing measurements. Marketers have to consider many key factors such as media campaign quality, competition, seasonality, holidays, market growth, products launch, macroeconomic factors, and so on.
Small- to medium-sized retailers have additional challenges. They do not have ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.