As digital marketing becomes increasingly complex, “dimensions,” and how to analyze them, are becoming a key skill for marketing analysts. Columnist Kohki Yamaguchi explains why.
Many of you have probably heard the term “dimensions” used in the context of marketing. Whether they’re geographies, customer segments or products, dimensions are ways you can slice the data according to different categories.
Dimensions are used extensively in some areas of marketing analytics, such asmarketing mix modeling. Another example is Web analytics, which involves fine-grained analysis of traffic flow by multiple dimensions such as traffic source or visitor segment. Dimensions also are available as reporting options within some platforms.
However, reporting and analytics for many digital channels have historically relied heavily on a hierarchical or pre-aggregated view of data, with dimensions only being used sparsely, and typically just one dimension at a time…
How To Take Your Marketing Analytics To The Next Dimension — Literally
