Marketing Analytics and Measurement Questions

Covers the design, implementation, and interpretation of marketing measurement systems that connect marketing activities to business outcomes. Topics include defining and prioritizing key performance indicators across the marketing funnel from awareness and consideration through conversion, retention, and advocacy. Core metrics and diagnostic measures include click through rate, conversion rate, impressions, engagement and session metrics, bounce rate, lead volume, cost per lead, cost per acquisition, customer acquisition cost, customer lifetime value, return on advertising spend, return on investment, marketing influenced revenue, pipeline contribution, marketing qualified leads, sales accepted leads, and lead to opportunity conversion rates. Measurement frameworks and methods include last click and multi touch attribution approaches, marketing mix modeling, incrementality testing and holdout group experiments, randomized controlled experiments and split testing, and considerations for statistical significance, sample size, noise, and distinguishing correlation from causation. Also covers data and instrumentation concerns such as tagging and event tracking, data flows from advertising and marketing systems into analytics platforms and data warehouses, data quality and identity resolution, and privacy driven tracking limitations. Reporting and dashboard design topics include selecting leading versus lagging indicators, balancing granular event level dashboards with executive level summaries, setting realistic targets and benchmarks, communicating findings and recommended actions to stakeholders, and using measurement to inform channel mix, campaign optimization, and budget allocation decisions.