Exploring what makes marketing deliver results.
Marketing ROI, customer value, acquisition costs, and useful performance measurement.
Your ad platform says the campaign worked. Your analytics report gives half the credit to something else. Your CRM says the customer came from “Other.” Very helpful. You still need to decide whether to keep spending. Proving marketing ROI starts with separating two questions: Which marketing touches received credit for sales? And how many sales […]
A good marketing ROI leaves enough money after delivery costs and marketing costs to justify the investment, support the business, and compensate for the risk. That answer is less convenient than “aim for 5:1.” It is also considerably more useful. The same revenue return can look excellent for one business and lose money for another. […]
A small business can spend a surprising amount of money trying to find out whether its marketing makes money. There is a certain efficiency to losing money in two departments at once. Before buying another platform, build a basic tracking system with what you already use: a spreadsheet, your sales records, and a CRM if […]
The video looks good. People watched it. Someone has already suggested making a series.…
A campaign launched in January. The leads look promising. In March, someone asks whether it worked.…
If a dashboard cannot change what somebody does this week, I wonder why that number is on it.…
A campaign brought in $20,000 after you spent $4,000. That sounds like a win. But revenue alone cannot tell you whether the marketing paid off. You need to account for what it cost to deliver those sales, what the marketing actually cost, and how much business would have happened anyway. Otherwise, you can end up […]
“Here are last month’s numbers” is a reasonable opening for a spreadsheet. It is a weak purpose for a marketing report.…
A campaign brings in four dollars for every dollar spent on advertising. Is that good?…
A campaign brings in 200 new customers. Before you increase the budget, answer two questions: what did those customers cost to acquire, and how much value will they contribute? A loyal customer who stays for 14 years can be valuable, but may be a misleading example of what a typical customer is worth. Start with […]