Web & Advertising Analytics Recommendation?

[WillHurtDontCare]

Can any of you recommend books (or courses in general) on evaluating the effectiveness of online ads?

I have 2 potential projects lined up to evaluate the effectiveness of online marketing. My background is math & data programming, so I will be evaluating their effectiveness from that point of view.

In summary, what data/numbers-focused book would allow someone to most effectively evaluate someone's ad spend? As of now I am just trying to figure out what has worked thus far, not yet direct the future strategy.

Obviously this can depend on the specific business, the market, the ad channel, and so on, but any recommendations are appreciated.

 

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[RazorCut]

I think you will gain some insights listening to this podcast (I think anyone can access it).

It’s with the CEO of Wicked Reports.

Sifting Through The Static - Conquering The Biggest Marketing Challenge: Attribution

1 on 1 with Scott Desgrosseilliers the CEO of wicked reports. We discuss attribution, the problems it brings to marketing and the best way to conquer it!

podcasts.google.com

 

[BD64]

@WillHurtDontCare 'Online ads' is really broad - tactics, channels, and goals vary widely.

Can you be more specific as to the channel (search/social) and goal of the ads (awareness/sales)?

 

[Kid]

Calculate your LTV.

 

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