Marketing Analytics Strategic Models And Metrics Stephan Sorger Pdf -

Conclusion A strategic marketing analytics program pairs causal models with targeted metrics and disciplined measurement practices. Combining MMM, attribution/incrementality testing, and CLV-driven decisions enables marketers to optimize spend, improve customer value, and demonstrate clear business impact.

Segment customers into "Champions" (High R/F/M), "At-Risk" (High F/M but Low R), and "Hibernating" (Low all three). This allows for hyper-targeted retention campaigns. improve customer value