CHAPTER 1

Marketing Analytics

What They Are and Why You Need Them

Imagine that you’re driving your car down the highway. You know where you’re going, and you have a general idea of which route to take, but you have no dashboard. You’re completely ignorant of how fast you’re going, how much fuel is in the tank, or even if the engine is overheating. If your “check engine” light is on to indicate some sort of problem, you don’t know about it. If luck is on your side, you can drive your car under these conditions to the end of your journey. But continuing to operate your vehicle over time without the information the dashboard provides is tempting fate. Eventually, a problem will occur that you can’t detect. Without the dashboard, you’re blind to ...

Get Marketing Analytics Roadmap: Methods, Metrics, and Tools now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial