Marketing with Data Means Pivoting and Adjusting

It’s hard to avoid the word data-driven these days. I’m sure you hear it often, it’s a catchy business term that means use data to make informed decisions. But what does it really mean to be data-driven? Data-Driven Using data to improve decision-making means using information to adjust direction to do more of what is working and pivoting … Continue reading Marketing with Data Means Pivoting and Adjusting

5 Reasons to Use R Programming for Marketing Analytics

The R programming language provides a great toolset to analyze data. I prefer using the R ecosystem to analyze marketing data for the following reasons: 1. All-In-One Tool R Studio is an integrated development environment (IDE) that has everything you need in one place. The IDE is great because it provides a self-contained environment where … Continue reading 5 Reasons to Use R Programming for Marketing Analytics

What is Marketing Analytics?

Marketing analytics is the practice of analyzing data to influence and improve marketing effectiveness and business return on investment (ROI). Like many analytics practices, you may find that the definition of marketing analytics varies, and is often convoluted. Other terminology is often mixed with marketing analytics, such as data analytics, digital analytics, or data science. … Continue reading What is Marketing Analytics?

Measure Advertising Effectiveness with Adstock

Advertising is often measured by its immediate effect – an Ad is published and it returned X dollars in sales. Sales divided by the cost of the advertisement is the immediate return. However, there is a problem with only measuring the immediate return. In truth, past advertising has an effect on current sales. Additionally, past advertising has decaying … Continue reading Measure Advertising Effectiveness with Adstock

Marketing Analytics – Fast-Food Promotion Analysis

Summary A fast-food chain plans to add a new item to their menu. However, they are undecided on three possible marketing campaigns for promoting the new item. The new item is introduced at several randomly selected markets to determine which promotion has the best sales performance. Weekly sales for each promotion are recorded for the … Continue reading Marketing Analytics – Fast-Food Promotion Analysis