: Used to characterize existing marketing phenomena and identify causal relationships (e.g., how advertising spend directly impacts sales).
Predicting how new products will be adopted within a target market over time. Critical Marketing Metrics
Mastering Marketing Analytics: Strategic Models and Metrics by Stephan Sorger : Used to characterize existing marketing phenomena and
Utilizes Strategic Decision Models like the Quantitative Strategic Planning Matrix (QSPM) to select among various marketing initiatives.
Includes Forecasting , predictive analytics, and data mining to anticipate future trends. Includes Forecasting , predictive analytics, and data mining
An analytics framework is only as good as the metrics it tracks. Sorger emphasizes that metrics must be diagnostic, forward-looking, and tied to financial outcomes. Metric Category Key Performance Indicators (KPIs) Strategic Purpose
Determines the long-term financial viability of customer relationships and sets acquisition budgets. and tied to financial outcomes.
Available via major retailers like Amazon and Google Books . Book: Marketing Analytics by Stephan Sorger