Marketing teams aspire to reach higher levels of maturity, understand ROI, inform investments and optimize campaigns.
Marketing operations leaders are on the hook to deliver sales and revenue, yet optimizing cross-channel marketing performance remains challenging. By leveraging advanced marketing analytics methods and technologies, organizations can better articulate the full impact of marketing investments.
This guide will help marketing leaders responsible for data and analytics to develop an integrated approach to marketing measurement methods for maximum impact with a particular focus on:
- How to build an effective marketing analytics measurement strategy
- Which marketing assessment methods must be deployed to draw significant inferences
- How to accurately measure and track the impact of campaigns in your marketing organization
The advanced techniques covered in this research are: Marketing mix modeling (MMM), Multitouch attribution (MTA), Holdout tests and Unified measurement approaches (UMA).