What are the four types of marketing analytics?
The four canonical types: (1) Descriptive, which covers 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.
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