Artifacts #
What this step produces.
Marketing Performance Report #
A report on how campaigns and channels perform against goals, covering reach, conversions, cost and return, so the team sees what works.
Attribution Analysis #
An analysis that assigns credit for conversions to the marketing touchpoints that led to them, showing which channels truly drive results.
Budget Reallocation Proposal #
A proposal to move marketing budget from weak channels to stronger ones, backed by performance and attribution data and the expected effect.
Techniques #
Techniques used in this step.
Benchmarking & AI Analytics #
Comparing the product with leaders and peers on chosen measures, with AI helping to process large volumes of data and spot gaps.
Explained in this article: Funnel Analytics · Marketing Attribution · ROI / ROMI · Anomaly Detection · Marketing Analytics Dashboard
