A model is only as good as the data fed into it. Sorger emphasizes the selection of appropriate metrics to accurately gauge performance. The book categorizes metrics into several key areas: Customer Metrics
Measuring how sensitive consumer demand is to changes in a product's price. A model is only as good as the data fed into it
"Marketing Analytics: Strategic Models and Metrics" by Stephan Sorger is a comprehensive guide to marketing analytics, providing a strategic framework for businesses to measure and optimize their marketing efforts. The book is a valuable resource for marketers, analysts, and business leaders seeking to leverage data-driven insights to inform their marketing strategies. Sorger classifies key metrics into distinct categories to
Metrics serve as the scoreboard for marketing analytical models. Sorger classifies key metrics into distinct categories to evaluate organizational health and campaign performance. Customer-Centric Metrics A model is only as good as the data fed into it