What are the four types of marketing analytics?
The four canonical types: (1) Descriptive — what happened (dashboards, reports, engagement metrics), (2) Diagnostic — why it happened (root-cause analysis, funnel drop-off, attribution), (3) Predictive — what will happen (forecasting, propensity modeling, LTV prediction), (4) Prescriptive — what to do about it (recommendation engines, budget optimization, next-best-action systems). Most teams operate at levels 1–2 and aspire to 3–4.
Why this matters
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