These are an excellent supplement if you cannot obtain the PDF immediately.
You don’t need to be a data scientist to use these models. Here is a 3-step action plan based on Sorger’s teachings:
: Gathering clean, relevant data across all consumer touchpoints. These are an excellent supplement if you cannot
Unlike theoretical textbooks, Sorger's work is intensely practical. It provides step-by-step instructions on how to apply powerful analytical techniques such as market segmentation and conjoint analysis, using current, real-world examples that demonstrate how organizations are actively applying models and metrics to solve business problems. The text is recognized as a leading resource in the field and is the recommended textbook for the BerkeleyX Marketing Analytics course series on edX.
Traditional funnels (Awareness -> Interest -> Desire -> Action) are linear. Sorger argues for a dynamic, circular model. increase market share by 5%
Marketing Mix Modeling uses multivariate regression analysis to estimate the historical impact of various marketing tactics (television, digital ads, print, pricing changes) on overall sales.
: Calculated as (Net Revenue Attributed to Marketing - Marketing Expenditures) / Marketing Expenditures. It proves the direct financial viability of campaigns. reduce customer churn by 10%).
Clearly state what you want to achieve (e.g., increase market share by 5%, reduce customer churn by 10%).