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Webinar Advanced marketing analytics

Learn how to apply advanced analytics techniques to your marketing including: Cluster Analysis, Attribution, Customer LTV, Forecasting and more.

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Webinar Advanced marketing analytics

  1. 1. Advanced marketing analytics techniques Alex Papageorgiou Improvado webinar, 15 April 2020
  2. 2. HELLO I ‘m Alex @alex_papageo Independent Consultant, Marketing analytics www.alex-papageo.com www.singleview.cloud
  3. 3. AI Machine Learning Data Science Big Data
  4. 4. Opportunity ? …Or just a bubble
  5. 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. 6. Classic Business analysis Vs Advanced Analytics
  7. 7. N-Dimensions
  8. 8. 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
  9. 9. 1. Marketing Attribution
  10. 10. Customer journey and Attribution
  11. 11. 2. Customer Life Time Value
  12. 12. Optimizing Spend based on CLV
  13. 13. 3. Anomaly detection
  14. 14. 4. Conversion Prediction
  15. 15. Feature Importance - Conversion
  16. 16. 5. Clustering
  17. 17. Tableau
  18. 18. Implementing the techniques
  19. 19. Step 1: Organize your Data
  20. 20. Step 2: Choose the tool
  21. 21. Step 3: Ask the right question
  22. 22. www.alex-papageo.com @alex_papageo Alex Papageorgiou Article: bit.ly/adv-analytics-article THANK YOU

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