Marketing Measurement and Analytics: An Introduction

  • 4h 55m
  • Greg Kihlström
  • Mercury Learning
  • 2025

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You’ll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization.

FEATURES:

  • Integrates cutting-edge AI technologies into your measurement processes
  • Uses a recurring case study to demonstrate real-world applications of measurement concepts
  • Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

About the Author

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.

In this Book

  • Exploring the Terminology
  • The Hierarchy of Goals and Measurements
  • Distinguishing Between Business and Marketing KPIs
  • Choosing the Right Marketing Metrics
  • Single-Channel vs Multi-Channel Measurement
  • A Brief Overview of Statistics for Marketers
  • Measurement of AI Implementation and AI Model Quality
  • Part 1 Recap Quiz
  • Investing in a Marketing Measurement Framework
  • Components of the Marketing Measurement Framework
  • Incorporating AI-Based Tools and Methods
  • Part 2 Recap Quiz
  • Determining What Data Is Needed
  • Single- and Multi-Channel Data Collection
  • Creating a Sustainable Data Collection Plan
  • Collecting Data in an AI-Driven Marketing Environment
  • Part 3 Recap Quiz
  • Creating a Marketing Dashboard
  • Beginning with a Strong Hypothesis
  • AI-Based Approaches to Prediction and Hypothesis Development
  • Statistical Considerations for Testing
  • Constructing and Running a Single-Channel Test
  • Single-Channel Tests in a Multi-Channel World
  • Multi-Channel Measurement
  • Part 4 Recap Quiz
  • Introduction to Analysis and Improvement
  • Analyzing Your Results
  • Using Generative AI for Analysis
  • Interpreting Results
  • Experimenting, Refining, and Continuous Improvement
  • Part 5 Recap Quiz
  • Epilogue
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