IN THIS CHAPTER
Uncovering customer behavior
Making decisions based on customer insights
Understanding the role of AI in online marketing
Management guru Peter Drucker is famously quoted as saying, “you can't manage what you can't measure.” Your company has essential business goals that your online marketing campaigns need to address. Analytics are key to managing those campaigns and making sure that you're accomplishing those goals.
Whether it's to prove that your campaigns are reaching the right potential clients, to demonstrate that your work is driving new business, or just to help your higher-ups feel good about the money that your company is already putting into your projects, you need powerful analytic tools.
Salesforce Marketing Cloud has always provided a robust suite of reports you can use to measure and manage your efforts. Recently, it has also introduced an interactive reporting tool. We discuss both the interactive reporting tool and the traditional reports in this chapter. We also briefly touch on the predictive analytics capabilities of Marketing Cloud.
Discover is the feature name for the interactive ...