Marketing Analytics: Data-Driven Decisions
You Cannot Improve What You Do Not Measure Analytics transform marketing from guesswork to science. Data reveals what works. Key Metrics Framework Awareness metrics: impressions, reach, brand searches. Engagement metrics: clicks, shares, time on site. Conversion metrics: leads, sales, revenue. Retention metrics: churn, lifetime value, advocacy. Google Analytics 4 Event-based tracking captures interactions. Enhanced measurement automates common events. Custom events track specific actions. Conversions measure business goals. Attribution Modeling First-touch credits discovery. Last-touch credits conversion. Linear shares credit equally. Data-driven uses machine learning. ...