Analyze Phase

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 3 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 81-100 from Springer

Abstract: Abstract This chapter is dedicated to the Analyze phase, the core of data-driven marketing within the Marketing Technology Framework. It provides the fundamentals of marketing analytics and introduces key analytical methods—from descriptive to predictive models. The focus is on practical approaches such as Multitouch Attribution (MTA) and Media Mix Modeling (MMM), as well as smart segmentation strategies for personalized customer engagement. In addition, the strategic importance of data analysis for budget optimization, performance measurement, and enhancing the customer experience is explained. Alongside theoretical concepts, the chapter offers practical guidance for the effective use of marketing analytics to enable well-founded and targeted data-driven decision-making.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_3

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DOI: 10.1007/978-3-658-51166-1_3

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