Marketing Analytics | Christina J. Inge

- 1What Is Marketing Analytics?
- 2Internal Data: Many Sources, One Goal
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  - 2.1Types of Internal Data
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  - 2.2A Closer Look: Hannah’s Hardware
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  - 2.3Conducting an Internal Data Audit
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  - 2.4Marketing Attribution, Customer Lifetime Value, and Average Order Value
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  - 2.5Do the Math: Web Analytics—Acquisition Data and Conversion Rate by Channel
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  - 2.6Case Study: Credit Union Association
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  - 2.7Conclusion
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  - 2.8Questions for Further Study
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- 3From Direct Mail to Ad Platforms: Supplementing Internal Data with External Databases and Research
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  - 3.1External Data and Marketing
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  - 3.2A Closer Look: Finding the Right Markets
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  - 3.3Types of External Data
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  - 3.4Integrating External and Internal Data
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  - 3.5A Closer Look: Entering a New Market
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  - 3.6Do the Math: Estimating Market Size
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  - 3.7Conclusion
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  - 3.8Questions for Further Study
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- 4The Data Engine of Search
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  - 4.1The Data Engine of Search
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  - 4.2A Closer Look: AccountCo
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  - 4.3Core Types of Search Data
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  - 4.4Strategic Paid Search Data
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  - 4.5Using Search Data to Optimize Search Marketing
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  - 4.6Using Search Data for Marketing Strategy
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  - 4.7A Closer Look: Keywords and Product Optimization
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  - 4.8Do the Math: The SEO Audit
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  - 4.9Case Study: Winning the Local Search Rankings
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  - 4.10Conclusion
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  - 4.11Questions for Further Study
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- 5Understanding Your Landscape
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  - 5.1Traditional Sources of Competitive Data
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  - 5.2A Closer Look: Building a Brand
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  - 5.3Digital Sources of Competitive Data
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  - 5.4A Closer Look: Launching a New Product
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  - 5.5Industry Data
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  - 5.6Benchmarking
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  - 5.7Do the Math: Conjoint Analysis
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  - 5.8Conclusion
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  - 5.9Questions for Further Study
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- 6Measuring the Social Web
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  - 6.1Basic Metrics
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  - 6.2A Closer Look: Post or Profile Metrics?
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  - 6.3Social Listening
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  - 6.4Paid Social Media Metrics
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  - 6.5Advanced Social Media Metrics
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  - 6.6Growth and Conversion Metrics
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  - 6.7Sentiment Analysis
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  - 6.8A Closer Look: Turning Sentiment Analysis into Consumer Insights
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  - 6.9Do the Math: Sentiment by Reach
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  - 6.10Case Study: Tweets for Seats
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  - 6.11Conclusion
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  - 6.12Questions for Further Study
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- 7Over 100 Billion Emails a Day?
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  - 7.1Basic Email and Marketing Automation Techniques
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  - 7.2A Closer Look: Building a Loyal Base
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  - 7.3List Health Metrics
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  - 7.4A Closer Look: Shopping Cart Abandonment Campaign
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  - 7.5Advanced Email Metrics
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  - 7.6Marketing Automation Data
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  - 7.7Message Testing and Optimization
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  - 7.8Do the Math: Revenue by Subscriber
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  - 7.9Conclusion
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  - 7.10Questions for Further Study
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- 8Measuring the Web’s Data
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  - 8.1What Is Web Analytics?
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  - 8.2A Closer Look: Hats Off to a Great Launch
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  - 8.3Basic Web Metrics
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  - 8.4User Behavior and Marketing Effectiveness Data
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  - 8.5Conversion Data
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  - 8.6Content Data
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  - 8.7A Closer Look: What Do They Want to See?
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  - 8.8Do the Math: Page Conversions
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  - 8.9Conclusion
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  - 8.10Questions for Further Study
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- 9Going Beyond the Basics
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  - 9.1A Closer Look: Is Our Site Really Optimized?
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  - 9.2Advanced Conversion Metrics
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  - 9.3E-Commerce Data
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  - 9.4Technology Information
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  - 9.5Behavior Data
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  - 9.6Demographic and Psychographic Data
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  - 9.7A Closer Look: Bounce Rate and Event Tracking
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  - 9.8Conclusion
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  - 9.9Questions for Further Study
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- 10Offline Research Matters, Even in an Online World
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  - 10.1Surveying Consumers to Learn Their Preferences
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  - 10.2A Closer Look: Finding Our Market
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  - 10.3Types of Research
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  - 10.4Survey Design and Deployment
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  - 10.5Questionnaire Design
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  - 10.6Qualitative, In-Depth Research
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  - 10.7Analyzing Market Research Data
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  - 10.8A Closer Look: Creating the Right Interface
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  - 10.9Do the Math: Standard Deviation
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  - 10.10Conclusion
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  - 10.11Questions for Further Study
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- 11The Engagement Economy
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  - 11.1Understanding Video Metrics
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  - 11.2Video Content Metrics
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  - 11.3Video Ad Metrics
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  - 11.4A Closer Look: Forget the Stage Fright—Go Live
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  - 11.5Mobile App Metrics
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  - 11.6A Closer Look: Do We Want to Keep Them Entertained or Loyal?
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  - 11.7Do the Math: Measuring Net Engagement Growth
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  - 11.8Conclusion
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  - 11.9Questions for Further Study
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- 12Predictive Analytics, Data Visualizations, and Dashboards
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  - 12.1Data Mining in Marketing Analytics
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  - 12.2A Closer Look: The Next Must-Have Product?
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  - 12.3Data Mining and Predictive Analytics in Marketing
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  - 12.4How Does Data Mining and Predictive Analytics Work?
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  - 12.5Basic Concepts of Predictive Analytics: A Primer for Marketers
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  - 12.6Natural Language Processing for Data Mining
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  - 12.7Using Predictive Analytics
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  - 12.8Data Visiualization
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  - 12.9Making Data Actionable: Creating Dashboards
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  - 12.10Tools of Dashboard Management and Data Visualization
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  - 12.11A Closer Look: Can We Trust the Numbers?
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  - 12.12Do the Math: Bag-of-Words
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  - 12.13Conclusion
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  - 12.14Questions for Further Study
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