1. Advanced marketing analytics
techniques
Alex Papageorgiou
Improvado webinar, 15 April 2020

2. HELLO
I ‘m Alex
@alex_papageo
Independent Consultant,
Marketing analytics
www.alex-papageo.com
www.singleview.cloud

3. AI
Machine Learning
Data Science
Big Data

4. Opportunity ? …Or just a bubble

5. • How advanced analytics differs from classic
business analysis
• How to define it
• 5 advanced analytics techniques for marketing
• 3 steps to implement advanced analytics
• Q & A
Agenda

6. Classic Business analysis Vs Advanced Analytics

7. N-Dimensions

10. 1. Marketing Attribution -> focus on marketing channel
2. Customer Lifetime Value -> focus on customer
3. Anomaly Detection -> focus on KPIs
4. Conversion Prediction -> focus on conversion
5. Cluster analysis -> focus on customer, product, campaign
Advanced Analytics
techniques
for
Marketing

11. 1. Marketing Attribution

12. Customer journey and
Attribution

14. 2. Customer Life Time Value

17. Optimizing Spend based on CLV

18. 3. Anomaly detection

21. 4. Conversion Prediction

22. Feature Importance -
Conversion

23. 5. Clustering

26. Tableau

27. Implementing the techniques

28. Step 1: Organize your Data

30. Step 2: Choose the tool

31. Step 3: Ask the right question

33. www.alex-papageo.com
@alex_papageo
Alex Papageorgiou
Article: bit.ly/adv-analytics-article
THANK YOU