There's a gap between the marketing analytics taught in theory and the kind that actually drives decisions in the real world. This book closes that gap.
Written by Nick Kastner - a marketing strategist with nearly 25 years in the field and 17 years teaching digital marketing at the university level - A Practical Guide to Digital Marketing Analytics is built for marketers who are tired of reporting numbers and ready to make decisions with them.
From the fundamentals of analytics and marketing finance to channel measurement and the dashboards that tie it all together, this book walks you through the metrics that matter for every major digital channel - and, just as importantly, the ones you can safely ignore.
You'll learn to think in KPIs instead of vanity metrics, build reporting your leadership will trust, and apply frameworks like RACE and the "One Metric That Matters" to bring focus to a noisy discipline. Fully current for today's landscape, it covers AI-driven search, evolving privacy regulations, and accessibility - the forces reshaping how marketers measure success right now. Whether you're a student, a working marketer, or the person leadership turns to for answers, this is the practical, decision-focused analytics guide you'll keep coming back to.