Marketing Analytics Strategic Models And Metrics Stephan Sorger Pdf May 2026

Unlocking the Power of Marketing Analytics: A Comprehensive Guide

Prescriptive:

How can we make it happen? (e.g., optimizing ad spend) Strategic Modeling: The "How" of Decision Making

Borrowed from biostatistics, Sorger applies this to customer retention. It plots the probability that a customer remains "alive" (active) over time. Unlocking the Power of Marketing Analytics: A Comprehensive

predict outcomes

Traditional marketing often involved executing a campaign and then guessing the outcome based on surface-level observations. Sorger advocates for a "new way" where marketers run simulations and test multiple scenarios to before spending a single dollar. This shift addresses the increasing demand for accountability, as executives now require marketing to be treated as a profit center rather than a cost center. Strategic Models and Key Metrics Strategic Models and Key Metrics Promotion & Sales

Promotion & Sales

: Strategies for estimating promotion budgets and calculating the specific contribution of channels like SEO, PPC, and social media. Why Professionals Use Sorger’s Framework Unlocking the Power of Marketing Analytics: A Comprehensive

Strategic Models:

He defines a "model" as a simplified representation of reality used to solve specific problems, such as assessing how advertising variables directly impact sales.

Step 3: Run a Holdout Test

Key Takeaways

is a comprehensive guide designed for students and professionals to apply quantitative models to marketing decisions. While the full 488-page book is typically a paid resource, you can access chapter excerpts and supporting materials directly from the author or through educational platforms. Stephan Sorger Core Strategic Models & Chapters