Marketing Analytics Guide

Customer journey mapping is naturally the process of creating a journey map. The allows marketers to gain insights into common customer interaction behavior.

A customer journey describes the interaction path that customers or other important business stakeholders take with a company or product/service.

Predictive analytics, AKA prediction analytics, leverages data from both diagnostic and descriptive analytics to help predict future trends.

Data-driven marketing is a marketing strategy that leverages customer data to gain insights and optimize campaigns.

Marketing attribution is the practice of identifying and crediting which marketing tactics contribute to sales or conversions.

Marketing data refers to the information an organization would use to develop and improve marketing strategy.

Digital marketing analytics, or marketing analytics, are the processes of measuring marketing program performance and value.

Read our guide to learn what audience insights can do for campaigns, sources of data you can tap, and how you can use data clean rooms to power insights.

A customer data platform (CDP) collects and organizes customer data pulled from multiple sources and across various touchpoints and optimizes marketing efforts.