1---2name: analytics-marketing3description: Marketing analytics, attribution models, KPI tracking, dashboards, and data-driven decision making.4---56# Marketing Analytics78> Transform data into actionable marketing insights.910---1112## 1. Analytics Framework1314| Layer | Focus | Tools |15|-------|-------|-------|16| **Collection** | Tracking, tagging | GA4, GTM, Segment |17| **Storage** | Data warehouse | BigQuery, Snowflake |18| **Analysis** | Insights, patterns | Looker, Tableau |19| **Action** | Optimization | A/B tools, personalization |2021---2223## 2. Key Marketing Metrics2425### Acquisition Metrics2627| Metric | Formula | Benchmark |28|--------|---------|-----------|29| **CAC** | Total acquisition cost / New customers | Industry varies |30| **CPL** | Ad spend / Leads generated | $5-$50 B2B |31| **CPC** | Ad spend / Clicks | $1-$5 avg |32| **CPM** | (Ad spend / Impressions) × 1000 | $5-$15 avg |3334### Engagement Metrics3536| Metric | Formula | Good |37|--------|---------|------|38| **Bounce rate** | Single-page sessions / Total sessions | < 40% |39| **Pages/session** | Pageviews / Sessions | > 2 |40| **Avg session duration** | Total duration / Sessions | > 2 min |41| **Engagement rate** | Engaged sessions / Total sessions | > 50% |4243### Conversion Metrics4445| Metric | Formula | Good |46|--------|---------|------|47| **Conversion rate** | Conversions / Visitors | 2-5% |48| **Lead-to-customer** | Customers / Leads | 10-20% |49| **Cart abandonment** | Abandonments / Carts created | < 70% |50| **Checkout abandonment** | Abandonments / Checkouts started | < 50% |5152### Revenue Metrics5354| Metric | Formula |55|--------|---------|56| **LTV** | ARPU × Customer lifetime |57| **LTV:CAC** | LTV / CAC (target > 3:1) |58| **ROAS** | Revenue / Ad spend |59| **MER** | Revenue / Total marketing spend |6061---6263## 3. Attribution Models6465### Common Models6667| Model | How It Works | Best For |68|-------|--------------|----------|69| **Last click** | 100% to final touchpoint | Direct response |70| **First click** | 100% to first touchpoint | Awareness |71| **Linear** | Equal across all touchpoints | Long cycles |72| **Time decay** | More weight to recent | B2B |73| **Position-based** | 40-20-40 first/mid/last | Balanced |74| **Data-driven** | ML-based allocation | High volume |7576### Multi-Touch Attribution7778| Stage | Touchpoint Credit |79|-------|-------------------|80| **Awareness** | First-touch heavy |81| **Consideration** | Mid-touch matters |82| **Decision** | Last-touch heavy |8384---8586## 4. Google Analytics 4 (GA4)8788### Key Differences from UA8990| UA | GA4 |91|----|-----|92| Sessions | Events |93| Bounce rate | Engagement rate |94| Goals | Conversions |95| Views | Data streams |9697### Essential Events9899| Event | Purpose |100|-------|---------|101| **page_view** | Page tracking |102| **purchase** | Revenue tracking |103| **generate_lead** | Lead capture |104| **sign_up** | Registration |105| **begin_checkout** | Funnel start |106| **add_to_cart** | E-commerce |107108### Custom Dimensions109110| Dimension | Use Case |111|-----------|----------|112| **user_id** | Cross-device |113| **membership_tier** | Segmentation |114| **content_group** | Content analysis |115| **experiment_id** | A/B testing |116117---118119## 5. Dashboard Design120121### Marketing Dashboard Structure122123| Section | Metrics |124|---------|---------|125| **Overview** | Revenue, sessions, conversions |126| **Acquisition** | Traffic sources, CAC, new users |127| **Engagement** | Bounce rate, time on site |128| **Conversion** | Conversion rate, funnel |129| **Revenue** | ROAS, LTV, AOV |130131### Visualization Best Practices132133| Metric Type | Best Visual |134|-------------|-------------|135| **Trend over time** | Line chart |136| **Comparison** | Bar chart |137| **Composition** | Pie/stacked bar |138| **Distribution** | Histogram |139| **Relationship** | Scatter plot |140| **KPIs** | Big numbers |141142---143144## 6. Funnel Analysis145146### Standard Marketing Funnel147148| Stage | Metrics |149|-------|---------|150| **Awareness** | Impressions, reach |151| **Interest** | Clicks, site visits |152| **Consideration** | Lead form starts, cart adds |153| **Intent** | Form completions, checkouts |154| **Purchase** | Transactions, revenue |155| **Loyalty** | Repeat purchases, referrals |156157### Funnel Metrics158159| Metric | Formula |160|--------|---------|161| **Stage conversion** | Next stage / Current stage |162| **Overall conversion** | Final stage / First stage |163| **Drop-off rate** | 1 - Stage conversion |164| **Funnel velocity** | Avg time between stages |165166---167168## 7. Cohort Analysis169170### Cohort Types171172| Type | Example |173|------|---------|174| **Acquisition** | Users by signup month |175| **Behavioral** | Users by first action |176| **Demographic** | Users by segment |177178### Retention Cohort Table179180| Cohort | Week 0 | Week 1 | Week 2 | Week 3 |181|--------|--------|--------|--------|--------|182| Jan W1 | 100% | 45% | 30% | 25% |183| Jan W2 | 100% | 42% | 28% | 22% |184| Jan W3 | 100% | 48% | 32% | 27% |185186---187188## 8. Marketing Mix Modeling (MMM)189190### Purpose191192- Measure channel effectiveness193- Optimize budget allocation194- Account for external factors195196### Variables197198| Type | Examples |199|------|----------|200| **Media** | TV, digital, OOH |201| **Base** | Brand, distribution |202| **External** | Seasonality, economy |203| **Competition** | Competitor activity |204205---206207## 9. A/B Test Analysis208209### Statistical Significance210211| Sample | Min Detectable Effect |212|--------|----------------------|213| 1,000 | 20%+ |214| 10,000 | 5-10% |215| 100,000 | 2-5% |216217### Test Metrics218219| Metric | Purpose |220|--------|---------|221| **Conversion rate** | Primary metric |222| **Revenue/user** | Revenue impact |223| **Confidence** | Statistical validity |224| **P-value** | < 0.05 for significance |225226---227228## 10. Reporting Cadence229230### Report Types231232| Report | Frequency | Audience |233|--------|-----------|----------|234| **Real-time** | Live | Operations |235| **Daily** | Every day | Marketing team |236| **Weekly** | Every week | Marketing leads |237| **Monthly** | Every month | Leadership |238| **Quarterly** | Every quarter | Executive |239240### Report Structure241242| Section | Content |243|---------|---------|244| **Summary** | Key highlights, changes |245| **Performance** | Metrics vs goals |246| **Insights** | Why it happened |247| **Actions** | What to do next |248249---250251> **Remember:** Data without action is just noise. Always tie analytics to decisions and outcomes.
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