What is the right set of technologies and techniques to effectively analyse marketing effectiveness?
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.
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Author's Biography
Pranav Patil is a marketing analytics and measurement leader. He currently works at Nextdoor as a customer analytics manager, having previously worked in marketing science lead roles at Snapchat and Mediacom. Pranav collaborates closely with marketing leaders to implement best-in-class measurement solutions that help them optimise their media. Pranav is an expert in analytical experimentation to drive learnings for newer hypotheses. He holds a bachelor's in computer engineering from the University of Pune and a master's in business and information systems from the New Jersey Institute of Technology.
Citation
Patil, Pranav (2023, June 1). What is the right set of technologies and techniques to effectively analyse marketing effectiveness?. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 1. https://doi.org/10.69554/WQOG8182.
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