Introduction to Marketing Analytics

28 Pages

This 28-page guide breaks down how marketers can use analytics to replace guesswork with measurable insights. It introduces the analytics lifecycle—collect, analyze, act, measure—and explains essential metrics like CPL, CAC, conversion rates, engagement metrics, CLV, ROI, and channel performance. It also covers A/B testing, attribution models, dashboards, data hygiene, integration, automation, and emerging trends such as predictive analytics and privacy-first measurement. The guide ends with an action plan for building an accessible, scalable analytics system.

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