Marketing Analytics Marketing analytics is the study of data garnered through marketing campaigns in order to discern patterns between such things as how a campaign contributed to conversions, consumer behavior, regional preferences, creative preferences and much more. The goal of marketing analytics as a practice is to use these patterns and findings to optimize future campaigns based on what was successful. Marketing analytics benefits both marketers and consumers. This analysis allows marketers to achieve higher ROI on marketing investments by understanding what is successful in driving either conversions, brand awareness, or both. Analytics also ensures that consumers see a greater number of targeted, personalized ads that speak to their specific needs and interests, rather than mass communications that tend to annoy. Marketing data can be analyzed using a variety of methods and models depending on the KPIs being measured. For example, analysis of brand awareness relies...
Posts
Overview of Financial Modeling What is a financial model? A financial model is simply a tool that’s built in spreadsheet software such as MS Excel to forecast a business’ financial performance into the future. The forecast is typically based on the company’s historical performance, assumptions about the future, and requires preparing an income statement, balance sheet, cash flow statement, and supporting schedules (known as a 3 statement model ). From there, more advanced types of models can be built such as discounted cash flow analysis ( DCF model ), leveraged-buyout ( LBO ), mergers and acquisitions ( M&A ), and sensitivity analysis. Below is an example of financial modeling in Excel. What is a financial model used for? The output of a financial model is used for decision making and performing financial analysis, whether inside or outside of the company. Inside a company, executives will use financial models to make decisio...
Risk management
Definition of Risk Management : management emerged from the field of Corporate Insurance Buying and it’s now acknowledged as a unique and important element for all businesses and organizations. Risk management can be either a full-time job for one person or for a whole section within a company. People who are responsible for pure risk management are known as risk managers. Simply put, risk management is a way to protect one’s assets. It can be defined as an organized process used by management to deal with the risks faced by the company.