MktPraxis
Interactive Textbook Module Syllabus

The Marketing Data Landscape

A unified taxonomy of marketing data — behavioral vs. attitudinal, the mindset-behavior divide, constructs vs. proxies, the modern data stack, measurement levels, and data structures. The conceptual foundation for everything that follows.

⏱️ ~52 min reading & interactives 📑 10 sections 🎓 Level: Intro / no prerequisites 📐 Math: No math 📚 Courses: Marketing Analytics, Marketing Research Methods 🏷️ Topics: Research design, Secondary data, Descriptive statistics 🔗 Prerequisite: The Marketing Research Process
Full Interactive Chapter (Account Required) The complete chapter reading, embedded live mini-widgets, inline Check-Your-Understanding questions, and progress tracking are available to enrolled students and verified instructors.
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Chapter Section Outline (10 Sections)

Topics and managerial frameworks covered in The Marketing Data Landscape:

  1. 1. Before You Measure Anything
  2. 2. The Marketing Measurement Universe
  3. 3. Mindset vs. Behavior — The Master Framework
  4. 4. The Measurement Gap — Constructs, Proxies, and the Things We Can't Directly Observe
  5. 5. The Modern Marketing Data Stack — Where the Data Actually Lives
  6. 6. Measurement Levels — Your Analysis Compass
  7. 7. Data Shapes — How Structure Determines What You Can Learn
  8. 8. GenAI and Marketing Measurement (2026)
  9. 9. Case Application — CorePath Consulting Client Retention Audit
  10. 10. Practice Assessment

Interactive Concept Mini-Widgets Embedded in This Chapter (2)

Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:

Data Supply-Chain Time Machine

The student builds a customer-targeting data stack in 2023 by picking data sources from a palette. Third-party sources are the MOST seductive today (the broadest reach), so a naive stack leans on them.

Teaches: sources differ less in how much reach they give you today than in how long that reach lasts, and the data you were given or collected yourself outlasts the data you bought.

The Measurement-Level Pipeline

The flagship tool for the cross-cutting measurement-level thread (recurs in Ch. 6/10/11/12).

Teaches: measurement level is a CHOICE at three points, the choices only ever travel downhill (ratio->ordinal->nominal), and the door is one-way — so measure at the highest feasible level. Running >=2 concepts shows it's a principle, not an income quirk.