Marketing lever fundamentals

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

Upcoming topics

 

  • Campaign analysis
  • Privacy implications
  • Audience segmentation
  • Sentiment analysis
  • ROI modeling

 

Levers: methods to execute marketing goals

 

icons for privacy, investigating trends, money, and people

Marketing Analytics for Business

Marketing campaigns

Tram showing iPod ads

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

1 IRail Flickr Mulad.jpg
Marketing Analytics for Business

Marketing channels

 

icons for radio, social media, catalog, tv, physical location, website, email, and paid search channels

Channels are methods of delivering marketing messages to customers

 

  • Tend to be on distinct platforms, like radio or billboards
  • Some are offline (non-digital) channels, like radio or TV
  • Others are online (digital) channels, like social media or paid search
Marketing Analytics for Business

Marketing tactics

 

Tactics are specific actions to deliver on channel strategies.

  • Many tactics are specific to a single channel, but some are across multiple
    • Streaming and cable are tactics for TV
    • Retargeting shows more relevant ads based on behavior

icon of TV pointing to smaller icons with TVs for cable, primetime, and streaming

Marketing Analytics for Business

Marketing lever hierarchy

concentric circles showing ads (smallest circle), then tactics, channels, campaigns, and programs (largest circle)

 

Marketing levers (mostly) follow a hierarchy

  • Hierarchies are mimicked in marketing data models

Program = all marketing efforts

  • Programs are broadest

  • Individual ad units are most granular

  • Tactics < Channels < Campaigns

Marketing Analytics for Business

Let's practice!

Marketing Analytics for Business

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