In today's data-driven business landscape, organizations collect massive amounts of consumer information. However, raw data is useless without a structured framework to interpret it. Stephan Sorger’s seminal textbook, Marketing Analytics: Strategic Models and Metrics , bridges the gap between data collection and strategic execution.
Forecasting is both an art and a science. Sorger covers predictive analytics and data mining techniques for projecting future sales based on historical patterns, seasonality, and causal factors. For many marketers, this chapter offers the most immediately practical tools: time series decomposition, regression-based forecasting, and the use of leading indicators. In today's data-driven business landscape
The total net profit attributed to the entire future relationship with a customer. Helps determine sustainable acquisition budgets. Return on Investment (ROI) Marketing Analytics: Strategic Models and Metrics
