Marketing Analytics

Learning Outcome: By the end of this lesson, you will be able to explain each of the five Vs of big data, apply the framework to marketing data specifically, and describe why treating any one V in isolation leads to weaker marketing decisions. What Are the Five Vs of Big Data? The five Vs —…

Learning outcome By the end of this lesson you will be able to explain what AI-powered CRM is, describe the main ways businesses use artificial intelligence within customer relationship management, and explain why getting AI right in a CRM context is harder than in most other business applications. What Is AI in CRM? Customer relationship…

Learning Outcome: By the end of this lesson, you will be able to explain what generative AI tools like ChatGPT actually add to marketing analytics, describe a sound workflow for using them, and identify what still requires a human marketer’s judgement. What Does “ChatGPT Analytics” Actually Mean? ChatGPT analytics doesn’t mean the tool crunches numbers…

Learning Outcome: By the end of this lesson, you will be able to explain what data-driven marketing is, describe the core data sources and tools it relies on, and identify the organisational conditions that determine whether it actually improves performance. What Is Data-Driven Marketing? Data-driven marketing is the practice of using data about customer behaviour,…

Learning outcome By the end of this lesson you will be able to explain what e-CRM is and how it differs from traditional CRM, describe the particular challenges and opportunities that come from managing customer relationships through electronic channels, and identify the organisational building blocks that make e-CRM actually work. What Is e-CRM? Customer relationship…

Learning outcome: By the end of this lesson, you will be able to explain the three levels at which artificial intelligence is used in marketing, give practical examples of each, and identify the main risks a marketing team needs to manage when relying on AI tools. How Is Artificial Intelligence Changing Marketing? Artificial intelligence (AI)…

Learning Outcome: By the end of this lesson, you will be able to explain what machine learning actually does with marketing data, describe the loop that makes it improve over time, and identify where it still needs human marketing judgement. What Does Machine Learning Actually Do in Marketing? Machine learning is software that improves its…

Learning Outcome: By the end of this lesson, you will be able to explain what predictive analytics is, describe how marketers use it to forecast customer behaviour, and identify what it needs to work well and where it falls short. What Is Predictive Analytics? Predictive analytics is the use of statistical models and machine learning…

Learning Outcome: By the end of this lesson, you will be able to explain what marketing geoanalytics measures, describe the distance-decay principle behind trade-area analysis, and apply it to a real site-selection or targeting decision. What Is Marketing Geoanalytics? Marketing geoanalytics is the practice of analysing location data — where customers live, where they shop,…

Learning Outcome: By the end of this lesson, you will be able to explain what marketing analytics on Meta (Facebook) actually measures, distinguish the core metrics from each other, and describe how a marketer uses them to judge and improve a campaign. What Is Meta (Facebook) Marketing Analytics? Meta (Facebook) marketing analytics is the measurement…

Learning Outcome: By the end of this lesson, you will be able to explain what mobile app analytics measures inside an app, describe the core behavioural metrics marketers track, and distinguish it from the broader campaign-level analytics covered in a separate lesson. What Is Mobile App Analytics? Mobile app analytics is the practice of tracking…

Learning outcome By the end of this lesson you will be able to explain what mobile CRM is, describe how businesses put it to use in the field, and identify the best-practice strategies that decide whether a mobile CRM rollout actually succeeds. What Is Mobile CRM? Customer relationship management (CRM) is the system a business…

Learning Outcome: By the end of this lesson, you will be able to explain what mobile marketing analytics measures at the campaign level, describe why attribution is specifically harder on mobile, and distinguish this from the in-app behavioural analytics covered in a separate lesson. What Is Mobile Marketing Analytics? Mobile marketing analytics measures the performance…

Learning Outcome: By the end of this lesson, you will be able to explain what sentiment analysis does, describe how marketers use it on reviews and social media, and recognise its main limitations. What Is Sentiment Analysis? Sentiment analysis, also called opinion mining, is a computational technique that classifies a piece of text — a…

Learning outcome By the end of this lesson you will be able to explain what Social CRM is and how it differs from ordinary social media marketing, describe how businesses use the Social Web at different stages of the customer journey, and identify the five task areas that make up an integrated Social CRM approach.…

Learning Outcome: By the end of this lesson, you will be able to define marketing analytics, describe its three broad categories, and explain why it has become central to modern marketing decision-making. What Are Marketing Analytics? Marketing analytics is the discipline of collecting, measuring and interpreting data about marketing activity in order to understand what’s…

Learning outcomeBy the end of this lesson you will be able to explain what web analytics is, describe the three levels of metrics most businesses track on their website, and explain why a highly trafficked website does not automatically mean a business is winning. What Is Web Analytics? Every visit to a website leaves a…