What is the right set of technologies and techniques to effectively analyse marketing effectiveness?

Pranav Patil
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Pranav Patil: Customer Analytics Manager, Nextdoor, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 1, 39-44

Abstract: The evolving nature of the digital marketing ecosystem in a world where consumer privacy comes first requires marketing organisations to rethink how they measure campaign effectiveness and allocate budgets. A broad consensus exists within the ecosystem that methods and strategies that worked a few years ago do not give a clear picture of campaign effectiveness now. With signal loss, organisations need to be agile and think about how they can measure effectively and invest each dollar wisely. This paper describes, through the lens of a practitioner, the right set of measurement technologies that can help marketers effectively analyse campaign effectiveness. There is no single technical solution that provides an all-encompassing picture of the campaign's effectiveness; rather, it is a collection of solutions.

Keywords: marketing effectiveness; marketing; measurement strategy; media mix modelling; marketing technology; multi-touch attribution; cross-channel reporting; data analytics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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