Summary

In this chapter, we have discussed how to use descriptive analysis for reporting and analytics on the progress and performances of marketing efforts. We have discussed various KPIs that are often used in marketing to track the progress of marketing campaigns. We have learned how important it is to look at how much sales revenue each marketing strategy generates. When analyzing the sales revenue metrics, we have seen that it is important to approach it from different angles. You might want to look at not only the aggregate sales revenue, but also time-series (monthly, quarterly, or yearly) sales revenue. You might also want to look at sales attributed to each individual marketing campaigns and how much revenue each campaign generated for your company. We have also discussed CPA metrics, with which you can tell the cost-effectiveness of your marketing strategies. We have...