Visually charts customer perceptions of competing brands across key dimensions (e.g., price vs. quality).
: Features current organizational examples to demonstrate how to apply analytical models and metrics to drive revenue and results. Educational Resources
For further study, you can explore the Marketing Analytics course page or review Stephan Sorger's academic portfolio for supplementary syllabi and materials.
Stephan Sorger provides on YouTube and his site covering many of the same topics. Search for:
Many marketing initiatives fail because they focus on tactical metrics—like click-through rates (CTR) or "likes"—without aligning them to broader business goals, such as customer lifetime value ( CLVcap C cap L cap V ) or Return on Investment ( ROIcap R cap O cap I Educational Resources For further study, you can explore
provides specific updates on sales force sizing and market forecasting. Academic Summaries: You can find course overviews and structural breakdowns on Anushodhan
(ISBN: 978-0990772321) is a relatively recent, commercially published textbook. As such, a free, legal PDF is not readily available from the author or publisher.
Mastering Data-Driven Decisions: A Guide to Marketing Analytics Strategic Models and Metrics
: The total cost of sales and marketing efforts required to acquire a single customer. 2. Brand and Customer Health Metrics Academic Summaries: You can find course overviews and
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Historically, marketing success was evaluated through qualitative lenses, such as brand awareness and creative execution. The contemporary business environment demands absolute accountability. The rise of digital ecosystems, enterprise resource planning (ERP) systems, and customer relationship management (CRM) platforms has created an influx of data.
Bridges the gap between raw data and strategic marketing decisions.
: Clusters customers using behavioral and demographic datasets. Key Strategic Models
Metrics for identifying and quantifying the strengths and strategies of competitors. 2. Customer-Centric Models
The book is structured into 12 chapters, each focusing on a specific area of marketing decision-making: Google Books Market Insight (Ch 2): Covers market sizing and trend analysis. Segmentation (Ch 3): Tools for segment identification and strategy. Competitive Analysis (Ch 4): Models for identifying and analyzing competitors. Business Strategy (Ch 5): Features the Quantitative Strategic Planning Matrix (QSPM) Product & Service Analytics (Ch 7): Detailed walkthroughs of Conjoint Analysis Price Analytics (Ch 8): Quantitative techniques for pricing assessment. Promotion & Sales (Ch 10-11): Budget estimation, media planning, and sales metrics. Available PDF Resources & Papers Author's Chapter 1 Preview: A detailed Chapter 1 Introduction PDF is available on Stephan Sorger's website
Using tools like Excel PivotTables for data-driven presentations. Key Strategic Models
