What are advertising analytics? Advertising analytics are a wide-ranging and scalable process of advertising and marketing data analysis that helps marketers determine the best course of action for future ad spend.
A more precise and robust approach to advanced marketing analytics techniques utilizes marketing mix modeling (MMM). This approach relies on the identification of evidence that is both statistically significant and points to instances when media drove an incremental lift to sales, leads, or other KPIs.
How does one go about crafting a marketing analytics strategy? Typically, we find that this approach fits the data and its analysis snugly into a hierarchy of measurement; it’s the kind of approach that leads from data to insights.