Marketing Analytics Strategic Models And Metrics Stephan Sorger Pdf Jun 2026

Marketing has undergone a metamorphosis over the last two decades. Once a discipline driven by creativity, slogans, and gut feelings, it has evolved into a data-centric science. Today, Chief Marketing Officers (CMOs) are expected to speak the language of the Chief Financial Officer (CFO). They must justify budgets with return on investment (ROI), forecast sales with predictive modeling, and optimize channels using quantitative analysis.

This paper explores three strategic models from Sorger’s work: Marketing has undergone a metamorphosis over the last