Possessing models and metrics is insufficient; an organization must build a data-driven culture to fully leverage them. Data Cleanliness and Integration
. Use 24 months of historical data to project the next 12 months.
A list of for price or distribution. Case study examples related to one of the chapters. Book: Marketing Analytics by Stephan Sorger
to determine how customers value different features. Price Analytics Pricing Strategy Pricing techniques and assessment metrics. Promotion Budget Allocation
The percentage of website visitors or leads who take a desired action (e.g., making a purchase or signing up for a newsletter). Implementing the Analytics Process
The data is already there. Stephan Sorger’s models are the key to unlocking it.
Marketing is no longer just an art; it is a science. The ability to quantify the customer journey is what separates a cost center from a revenue driver.
Before launching a product, companies must understand the potential size of the market and how fast it will adopt the new offering.
Information trapped inside isolated departments (e.g., sales, customer service, finance) prevents a holistic view of the consumer journey.
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