# Marketing Analytics

Canonical URL: https://babadook.tech/modules/marketing-analytics-module
Entity: modules
Content hash: 2e72118c411d50b1093e49010302e913a6c5f89e4d95957cd778475b2cc661d7

Campaign performance measurement with multi-touch attribution, channel effectiveness analysis, and spend optimization recommendations.

Campaign performance measurement with multi-touch attribution, channel effectiveness analysis, and spend optimization recommendations.

## marketing-measurement-that-drives-action

Marketing Measurement That Drives Action Marketing Analytics provides multi-touch attribution across all channels, campaign performance measurement with statistical significance testing, and spend optimization recommendations based on diminishing returns analysis. Compare 8 attribution models side-by-side to understand which touchpoints truly drive conversions. Marketing mix models quantify the incremental impact of each channel while controlling for external factors like seasonality and competitive activity.

### data Viz

## Marketing Analytics Specifications

- **Attribution:** 8 models: first-touch, last-touch, linear, time-decay, position, Shapley, Markov, algorithmic
- **MMM:** Bayesian with saturation, carry-over, and external variables
- **Incrementality:** Geo-based and cohort-based lift measurement
- **Reporting:** Real-time campaign dashboards with drill-down
- **Recommendations:** AI-generated spend reallocation suggestions

## features

multi touch: true

channel analysis: true

spend optimization: true

## Relationships

### products

- DXP — https://babadook.tech/products/dxp

### capabilities

- Advanced Analytics — https://babadook.tech/capabilities/advanced-analytics

### sub modules

- Analytics & Intelligence — https://babadook.tech/sub-modules/analytics-intelligence

### use cases

- Behavioral Analytics
- Marketing Automation