What is Marketing Analytics?

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

– John Wanamaker, the forefather of marketing

In this chapter, we will attempt to cover the fundamentals of marketing analytics as a role and discipline. As a marketing analyst, you are faced with common questions during your day-to-day activities. For example, “How did this campaign perform?” or “How can you optimize your budget to achieve a result?”.

In this chapter, we will break down the types of analytics (from descriptive to prescriptive), the value they add to a business, and the questions each of them answers.

You will learn about the following topics:

• What is analytics?
• An overview of marketing analytics
• Exploring different types of analytics
• Beyond simple pivot tables
• Why Python?
• Modern challenges in the world of privacy-centric marketing
• The importance of data engineering...