Marketing Measurement and Analytics
An Introduction
Publisher:Mercury Learning and Information
By: Greg Kihlstrom
Paid access
|Jan 2025
Table of contents
Frontmatter
Contents
Preface
Acknowledgments
About the Author
Chapter 1: Exploring the Terminology
Chapter 2: The Hierarchy of Goals and Measurements
Chapter 3: Distinguishing Between Business and Marketing KPIs
Chapter 4: Choosing the Right Marketing Metrics
Chapter 5: Single-Channel vs Multi-Channel Measurement
Chapter 6: A Brief Overview of Statistics for Marketers
Chapter 7: Measurement of AI Implementation and AI Model Quality
Part 1 Recap Quiz
Chapter 8: Investing in a Marketing Measurement Framework
Chapter 9: Components of the Marketing Measurement Framework
Chapter 10: Incorporating AI-Based Tools and Methods
Part 2 Recap Quiz
Chapter 11: Determining What Data Is Needed
Chapter 12: Single- and Multi-Channel Data Collection
Chapter 13: Creating a Sustainable Data Collection Plan
Chapter 14: Collecting Data in an AI-Driven Marketing Environment
Part 3 Recap Quiz
Chapter 15: Creating a Marketing Dashboard
Chapter 16: Beginning with a Strong Hypothesis
Chapter 17: AI-Based Approaches to Prediction and Hypothesis Development
Chapter 18: Statistical Considerations for Testing
Chapter 19: Constructing and Running a Single-Channel Test
Chapter 20: Single-Channel Tests in a Multi-Channel World
Chapter 21: Multi-Channel Measurement
Part 4 Recap Quiz
Chapter 22: Introduction to Analysis and Improvement
Chapter 23: Analyzing Your Results
Chapter 24: Using Generative AI for Analysis
Chapter 25: Interpreting Results
Chapter 26: Experimenting, Refining, and Continuous Improvement
Part 5 Recap Quiz
Epilogue
Appendix A: Glossary of Select Marketing Measurements and Formulas
Appendix B: Recap Quiz Answers
Index
40 chapters available
PDF ISBN: 978-1-5015-2042-6 | E-Pub ISBN: 978-1-5015-2043-3 | Paperback ISBN: 978-1-5015-2314-4 | DOI: 10.1515/9781501520426
Publisher: Mercury Learning and Information
Copyright owner: © 2025 Walter de Gruyter GmbH, Berlin/Boston
Publication date: 2025
Language: English
Pages: 270
