Visually charting how consumers perceive a brand relative to competitors, helping identify untapped market opportunities. 2. New Product Forecasting Models
Metrics are the specific measurements used to track the performance of marketing activities. Sorger categorizes these into several critical areas: Metric Category Specific Metrics Business Purpose
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You're looking for a specific resource on marketing analytics! Visually charting how consumers perceive a brand relative
Mathematical curves that demonstrate how sales volume reacts to changes in marketing spend, helping managers identify the point of diminishing returns.
Quantitative Strategic Planning Matrix for objective strategy selection.
These models calculate how a change in price will impact consumer demand. Sorger categorizes these into several critical areas: Metric
Visually charting how consumers perceive a brand relative to competitors based on key attributes like price and quality.
Stephan Sorger is a renowned marketing expert with over 20 years of experience in the field. He has worked with top-tier companies such as Facebook, Google, and LinkedIn, and has taught marketing at top business schools including UC Berkeley and Stanford. Sorger is known for his practical and data-driven approach to marketing, and his book "Marketing Analytics: Strategic Models and Metrics" is a reflection of his expertise in the field.
Metrics are the specific KPIs used to track progress against strategic goals. Sorger emphasizes grouping metrics logically to maintain organizational alignment. Metric Category Key Indicators Strategic Purpose Return on Investment (ROI), Customer Acquisition Cost (CAC) Evaluates the baseline economic viability of campaigns. Customer Brand Health Net Promoter Score (NPS), Brand Awareness, Churn Rate Measures long-term loyalty and market perception. Digital Engagement Marketing Analytics: Strategic Models and Metrics
Conjoint analysis measures the psychological trade-offs consumers make when evaluating products.
Measures the effectiveness of online campaigns and website user experience. Brand EquityMarket ShareNet Promoter Score (NPS) Evaluates market dominance and customer loyalty. Financial Returns
Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC) Diagnoses the immediate efficiency of online funnels. Sales Growth, Lead-to-Opportunity Ratio Tracks the commercial velocity generated by marketing. Implementing a Data-Driven Marketing Culture
Stephan Sorger’s textbook, Marketing Analytics: Strategic Models and Metrics , serves as a definitive guide for this transition. The book bridges the gap between raw data collection and strategic business execution. It provides methodologies to convert metrics into competitive advantages.