Marketing Analytics

  1. Analytical Frameworks and Models
    1. Customer Journey and Funnel Analysis
      1. Traditional Marketing Funnel
        1. Awareness Stage Metrics
          1. Interest Stage Metrics
            1. Consideration Stage Metrics
              1. Purchase Stage Metrics
                1. Retention Stage Metrics
                  1. Advocacy Stage Metrics
                  2. Modern Customer Journey Mapping
                    1. Non-Linear Journey Paths
                      1. Touchpoint Analysis
                        1. Journey Optimization
                          1. Cross-Channel Journey Tracking
                          2. Funnel Analysis Techniques
                            1. Conversion Rate Analysis
                              1. Drop-Off Point Identification
                                1. Funnel Optimization Strategies
                                  1. Cohort-Based Funnel Analysis
                                2. Attribution Modeling
                                  1. Attribution Fundamentals
                                    1. Attribution Challenges
                                      1. Multi-Touch Attribution Importance
                                        1. Attribution Model Selection Criteria
                                        2. Single-Touch Attribution Models
                                          1. First-Touch Attribution
                                            1. Last-Touch Attribution
                                              1. Last Non-Direct Click
                                                1. Model Limitations and Use Cases
                                                2. Multi-Touch Attribution Models
                                                  1. Linear Attribution
                                                    1. Time-Decay Attribution
                                                      1. Position-Based Attribution
                                                        1. W-Shaped Attribution
                                                          1. Custom Rule-Based Models
                                                          2. Algorithmic Attribution
                                                            1. Data-Driven Attribution
                                                              1. Machine Learning Approaches
                                                                1. Shapley Value Attribution
                                                                  1. Markov Chain Models
                                                                  2. Attribution Implementation
                                                                    1. Model Comparison and Testing
                                                                      1. Attribution Tool Selection
                                                                        1. Cross-Channel Attribution
                                                                          1. Attribution Reporting
                                                                        2. Marketing Mix Modeling
                                                                          1. MMM Fundamentals
                                                                            1. Purpose and Applications
                                                                              1. Statistical Approach
                                                                                1. Top-Down vs Bottom-Up Modeling
                                                                                2. Model Components
                                                                                  1. Media Variables
                                                                                    1. Base and Incremental Sales
                                                                                      1. External Factors
                                                                                        1. Adstock and Saturation Curves
                                                                                        2. Model Development Process
                                                                                          1. Data Preparation
                                                                                            1. Variable Selection
                                                                                              1. Model Estimation
                                                                                                1. Model Validation
                                                                                                  1. Scenario Planning
                                                                                                  2. MMM Limitations and Considerations
                                                                                                    1. Data Requirements
                                                                                                      1. Granularity Limitations
                                                                                                        1. Attribution Accuracy
                                                                                                          1. Model Refresh Frequency
                                                                                                        2. Advanced Analytical Frameworks
                                                                                                          1. Cohort Analysis
                                                                                                            1. Cohort Definition
                                                                                                              1. Retention Cohorts
                                                                                                                1. Revenue Cohorts
                                                                                                                  1. Behavioral Cohorts
                                                                                                                  2. RFM Analysis
                                                                                                                    1. Recency Scoring
                                                                                                                      1. Frequency Scoring
                                                                                                                        1. Monetary Value Scoring
                                                                                                                          1. RFM Segmentation
                                                                                                                            1. RFM Applications
                                                                                                                            2. Market Basket Analysis
                                                                                                                              1. Association Rule Mining
                                                                                                                                1. Support and Confidence Metrics
                                                                                                                                  1. Lift Analysis
                                                                                                                                    1. Cross-Selling Applications

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                                                                                                                                4. Data Sources and Collection Methods

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                                                                                                                                6. Customer Analytics and Segmentation