Stephan Sorger's "Marketing Analytics: Strategic Models and Metrics" is an invaluable toolkit for anyone looking to ground their marketing strategy in data.
If you're looking for a specific topic, here's a complete map of the book's 12 chapters: Place and Promotion Metrics Identification and analysis of
Justifies marketing budgets to executive leadership and stakeholders. 4. The Marketing Analytics Process maximizing margins without sacrificing volume. 3.
: Directly correlate marketing spend with financial results. Place and Promotion Metrics Identification and analysis of
| Chapter | Title | Core Focus | | :--- | :--- | :--- | | 1 | Introduction | Establishing the case for analytics and defining key terms | | 2 | Market Insight | Market sizing, trend analysis, and environmental scanning | | 3 | Market Segmentation | Segment identification, profiling, and strategy formulation | | 4 | Competitive Analysis | Competitor identification, positioning, and strategy | | 5 | Business Strategy | Analytics-based strategy selection and portfolio management | | 6 | Business Operations | Forecasting, predictive analytics, and data mining | | 7 | Product and Service Analytics | Conjoint analysis, product attributes, and service metrics | | 8 | Price Analytics | Pricing techniques, elasticity, and assessment models | | 9 | Distribution Analytics | Channel evaluation, selection, and performance measurement | | 10 | Promotion Analytics | Budget estimation, allocation, and ROI optimization | | 11 | Sales Analytics | Metrics for sales performance, profitability, and support | | 12 | Analytics in Action | Pivot tables, data visualization, and data-driven presentations |
Historical sales data helps calculate how changes in price affect demand, maximizing margins without sacrificing volume. 3. Place and Promotion Metrics
Identification and analysis of market segments and competitors.