Note: If you want a PDF copy of Stephan Sorger’s text, I cannot provide or link to copyrighted PDFs; consider checking your institution’s library, the publisher’s site, or authorized retailers.
The core methodology splits marketing analytics into three distinct phases:
: A comprehensive introduction to the book's concepts is available at the Marketing Analytics Ch. 1 Introduction PDF . Note: If you want a PDF copy of
Mastering Data-Driven Decisions: A Comprehensive Guide to Stephan Sorger’s Marketing Analytics
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 Customer Brand Health Net Promoter Score (NPS), Brand
Stephan Sorger, a renowned marketing expert, emphasizes the importance of using strategic models and metrics to drive marketing success. In his work, Sorger provides a framework for marketers to develop a comprehensive marketing strategy that aligns with business objectives.
It covers the entire spectrum from basic marketing metrics to advanced modeling techniques. Choose a framework (e.g.
Gathering clean, relevant, and timely market data.
The following is a breakdown of where and how you can access this textbook.
Choose a framework (e.g., CLV modeling for churn reduction or Conjoint Analysis for new product development) that matches your objective.
STDP: The Four Steps of a Customer-Driven Marketing Strategy