Marketing Analytics for Finance and Insurance: Measuring Under Regulation
Marketing analytics in banking and insurance: the constraints, core-system outcome joins, the metric set, and aggregate methods compliance approves.
Marketing Analytics for Mobile and Apps: Past the Install
Mobile marketing analytics in three layers: MMP attribution, the store consoles, and product analytics, with Adjust mobile analytics and GA4 in context.
Predictive Analytics and Data Science in Marketing
Predictive marketing without the mystique: what the methods actually do, where they pay, the reality check, and why predicting is not causing.
Cross-Channel Campaign Management: One Story, Many Doors
Cross-channel campaign management that works: one brief adapted per channel, one taxonomy, one calendar, the failure modes, and one neutral scoreboard.
Marketing Metrics and KPIs That Actually Matter
Digital metrics sorted from KPIs that commit: the money layer, channel picks with caveats, Goodhart’s law, and a KPI set that drives decisions.
Amazon Attribution: Measuring Off-Amazon Media
Amazon Attribution explained: free measurement of off-Amazon media, eligibility and Brand Registry, how tags work, and reading results honestly.
What is Marketing Analytics?
Marketing analytics explained simply: the four types, the metrics that matter, the tool landscape, and how the discipline ladders up to modeling.