One of the more popular free learning opportunities on Coursera is Raj Venkatesan's course on Marketing Analytics. Over 300,000 learners enrolled have enrolled in the course and a rating of 4.7 of 5 stars. Both Raj's course and the associated MBTN Marketing Modules have the same goal - to help today's marketing executive make better business decisions using and interpreting marketing analytics....
How are marketing metrics and marketing analytics related? This post provides a quick summary of the differences between these two essential pieces of the marketing function....
Customer Acquisition Cost (CAC) is a crucial metric that managers can use to better understand the cost of growing revenues through obtaining new customers. Learn more about CAC in this month's free MBTN tutorial!...
The cost for a company to acquire a customer and how that cost compares to that customer's expected Customer Lifetime Value is a fundamental question for the success of a business model. This module will explain how to calculate and use CAC and the CLV to CAC ratio to improve business performance....
Marketing should be more financially accountable to the business. This is the main point of Bill Harvey's article and interview with Joanna Seddon, who leads the Marketing Accountability Standards Board (MASB)....
RFM analysis is a great and quick way to categorize your customers. Ultimately, the goal of using these different measures is to place your customers into groups that your company may want to treat differently. Check out June's free MBTN Academy tutorial!...
One of the more popular free learning opportunities on Coursera is Raj Venkatesan's course on Marketing Analytics. Learn more about this course as well as MBTN's role in its original design and follow-on content in this blogpost....
In a recent INFORMS Marketing Science article, Arun Gopalakrishnan of Rice University and his colleagues completed a study based on a national hair salon regarding the impact of a simple loyalty program. The big surprise to Professor Gopalakrishnan was that the loyalty program "didn’t increase the value of this program by getting people to go to the stores more often or spend more money on their visits, the main upside of the program was it got people to stick around with the firm as opposed to walking out and taking their business to other competitors."...