Marketing Analytics for Business
Sarah DeAtley
Principal Data Scientist
Levers: methods to execute marketing goals
Campaigns are organized efforts to achieve a specific goal
Usually run for a fixed period of time
Benchmarked to evaluate performance
Can be run with one or many channels
Channels are methods of delivering marketing messages to customers
Tactics are specific actions to deliver on channel strategies.
Marketing levers (mostly) follow a hierarchy
Program = all marketing efforts
Programs are broadest
Individual ad units are most granular
Tactics < Channels < Campaigns
Marketing Analytics for Business