Wrap-up video

Marketing Analytics in Tableau

Mariam Ibrahim

Managing Data Analyst, IBM

Chapter 1

Data Classifications - third party data.png

Technology

  • Cookies
  • Customer identification

Digital Marketing

  • Journeys
  • First and last touch attribution
Marketing Analytics in Tableau

Chapter 2

Email

  • Funnel
  • Click-through rate
  • Open rate

Social

  • Creatives
  • A/B testing

A funnel with four distinct parts - loyalty.png

Marketing Analytics in Tableau

Chapter 3

Auction imagery: multiple bidders for a single keyword

Paid Search

  • Keyword
  • Ad group
  • Unbranded vs. branded search

Organic

  • Engagement rate
  • Correlation with paid traffic
Marketing Analytics in Tableau

Chapter 4

LTV

  • Churn rate
  • Order Size

CAC

  • By channel
  • In aggregate

$$

LTV/CAC

$$ $$ $$

3 month vs. 6 month journey length

Marketing Analytics in Tableau

Marketing analytics

  • Overall marketing performance (LTV/CAC)
  • Customer-centric approach (journeys)
  • Channel-specific deep-dive
Marketing Analytics in Tableau

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Marketing Analytics in Tableau

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Marketing Analytics in Tableau

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