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In this installment of MarTech 101, we look at the fundamentals of Marketing Analytics.
In the pre-digital era, marketing had gained notoriety for being a cost center. Marketers would spend a lot of money on promotional activities, which were virtually untrackable. Then came the era of Digital Marketing; with the introduction of analytical tools, marketers could track each activity on their website. These tools enabled them to invest their budgets wisely and allocate their efforts and personnel to the channels that yielded the maximum Return on Investment (ROI).
In this primer, we look at the fundamentals of marketing analytics. We start by understanding the concept and the need for Marketing Analytics. Then, we look at the different attribution models and delve into the more intricate aspects of Marketing Analytics.
Table of Contents
Section I: The Fundamentals of Marketing Analytics
What is Marketing Analytics?
Why Do You Need Marketing Analytics?
What are Marketing Attribution Models?