Learn why marketing analytics is important, and how to use the purchase funnel as a framework for optimizing your marketing campaigns across paid, owned, and earned channels. Also learn about the consumer data ecosystem; where data comes from, what it means, and how to use it to optimize marketing strategy.
Objectives
- Describe the importance of marketing analytics
- Explain the fundamentals of the purchase funnel
- Describe the different stages of the purchase funnel
- Relate the different types of campaigns appropriate for each stage
- Identify coordinating metrics for each stage of the purchase funnel
- Define different types of POE media data and the benefits of each
- Explain the roles of paid, owned, and earned media in marketing
- Explain the importance of each data type and how it’s used in marketing analytics
- Explain the differences between first-, second-, and third-party data
- Define how each data type is created
- State examples of first-, second-, and third-party data
About this Class
26:26
Minutes of education
4
Video Lessons
Instructor
Sharon Bernstein
Sharon Bernstein has almost 20 years of digital analytics and e-commerce strategy experience spanning multiple industries and Fortune 100 clients. Specializing in online media measurement approaches, e-commerce strategies, digital campaign and web analytics, as well as competitive intelligence benchmarking, Sha more.
What’s New
