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What is the right set of technologies and techniques to effectively analyse marketing effectiveness?

Author

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  • Patil, Pranav

    (Customer Analytics Manager, Nextdoor, USA)

Abstract

The evolving nature of the digital marketing ecosystem in a world where consumer privacy comes first requires marketing organisations to rethink how they measure campaign effectiveness and allocate budgets. A broad consensus exists within the ecosystem that methods and strategies that worked a few years ago do not give a clear picture of campaign effectiveness now. With signal loss, organisations need to be agile and think about how they can measure effectively and invest each dollar wisely. This paper describes, through the lens of a practitioner, the right set of measurement technologies that can help marketers effectively analyse campaign effectiveness. There is no single technical solution that provides an all-encompassing picture of the campaign's effectiveness; rather, it is a collection of solutions.

Suggested Citation

  • Patil, Pranav, 2023. "What is the right set of technologies and techniques to effectively analyse marketing effectiveness?," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 9(1), pages 39-44, June.
    • Handle: RePEc:aza:ama000:y:2023:v:9:i:1:p:39-44
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    More about this item

    Keywords

    marketing effectiveness; marketing; measurement strategy; media mix modelling; marketing technology; multi-touch attribution; cross-channel reporting; data analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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