Marketing Analytics Strategic Models And Metrics Stephan Sorger Pdf

Comprehensive Guide to Marketing Analytics: Strategic Models and Metrics by Stephan Sorger

  • Build models that represent how marketing activities drive outcomes (funnel stages, touchpoints, channels).
  • Prefer structural approaches: marketing mix models (MMM) for aggregate channel effects and multi-touch attribution or experiment-driven models for user-level causality.
  • Combine methods: use MMM for long-term channel allocation and user-level experiments for digital optimization.

Week 4 — Customer metrics & lifetime value

  • Read: Sections on customer-centric metrics and CLV models.
  • Tasks:
    • The Model: Sales = a + (b1 x TV Spend) + (b2 x Digital Spend) + (b3 x Price) + (b4 x Distribution) + Error
    • Strategic Insight: This model helps allocate the next dollar. If TV has a diminishing return, shift budget to Search.

    Final Action Items:

    Alternative (Free) Resources by the Same Author

    Stephan Sorger provides free, high-quality video lectures on YouTube and his site covering many of the same topics. Search for: Build models that represent how marketing activities drive