Clearing the Clutter: An Overview of the Marketing Analytics Ecosystem

Special Event | November 14 | 12-1:30 p.m. |  South Hall

 Michael Koved

 Information, School of

Marketers want to deliver timely and relevant messages to their customers in support of brand building, acquisition, cross-sell, and retention. Though there are a wide array of channels, tools, and technologies available to multi-channel, multi-product marketers, the path to success is not an easy one.

The most formidable challenges include:

What delivery tools and technologies are available to marketers? Where and how to spend marketing dollars most effectively? What metrics should be set to gauge success? What data are available to and generated by the ecosystem? The tools, metric and data used to execute and evaluate marketing spend can be described as the marketing analytics âecosystem.â A common industry term is the marketing technology stack.

This webinar will provide a topical overview of the ecosystem and a starting point for understanding the connectivity between the marketing technology stack, the data utilized, data generated, and useful metrics. The content shared is a preview to the spring 2018 course Info 290. Marketing Analytics Ecosystem: Customer Behavior, Data, and Technology, which Dr. Koved will be teaching.