Calcoli di CAC e LTV

Hai portato a termine le tue prime previsioni di marketing. Che traguardo! Proprio ora è il momento di definire i budget per il prossimo anno fiscale e, in quanto esperto/a delle performance di marketing, tutti i dirigenti contano su di te per raccomandazioni sull’ROI.

Dato che ormai sei un/una Marketing Analyst navigato/a, sai che devi seguire alcuni passaggi per arrivare a un calcolo dell’ROI in cui ti senti sicuro/a. Per fortuna hai campagne e budget storici che ti aiutano! Sulla base dei dati storici, calcolerai il valore del ciclo di vita del cliente (LTV) e il costo di acquisizione cliente (CAC).

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What does a marketing analyst do? Why is this role in high demand? In this chapter, you’ll learn about roles and business questions that a marketing analyst encounters. From revenue impact to campaign insights—you'll find that marketers will never run out of problems to analyze.

Exercise 1: Marketing lever fundamentals Exercise 2: Campaign attributes Exercise 3: Channels and tactics Exercise 4: Lever hierarchy Exercise 5: Marketing roles Exercise 6: Internal partners Exercise 7: External partners Exercise 8: Marketing business questions Exercise 9: Marketing roles and business questions Exercise 10: Marketing roles and KPIs

Marketing analytics is not for the faint of heart! Between numerous data sources and ever-increasing privacy legislation, marketing analysts must consider multiple factors in reporting. Add in measuring the indirect impact of marketing, and you’ll see why marketing analysts get extremely comfortable with imperfect data.

Exercise 1: Marketing data sources Exercise 2: Internal vs. advertiser data Exercise 3: Channel granularity Exercise 4: Audience targeting insights Exercise 5: Privacy laws Exercise 6: GDPR assessment Exercise 7: Cookie types Exercise 8: Indirect impact of marketing Exercise 9: Direct vs. Indirect channels Exercise 10: Blurred lines of channel impact

Now that you know more about the marketing analytics landscape, let's talk about how you can use it to assess campaign performance. To do this, you’ll dive into text and sentiment analysis, audience segmentation, and predictive analytics. Marketers and executives rely on analytics to send the right message to the right people at the right time.

Exercise 1: Text analysis Exercise 2: Branded and non-branded keywords Exercise 3: Paid search analysis Exercise 4: Sentiment analysis Exercise 5: Social media comments Exercise 6: NLP or manual sentiment analysis Exercise 7: Audience segmentation Exercise 8: Segmentation data options Exercise 9: Cluster analysis attributes Exercise 10: Integrated campaigns Exercise 11: Campaign stages Exercise 12: Integrated campaign planning

The big question every marketer asks is "did my marketing efforts make any money?" To answer that question you'll have to consider: seasonal patterns, business model, campaign goals, and ROI. Most importantly, you’ll be responsible for setting and measuring KPIs to evaluate marketing effectiveness.

Exercise 1: KPI e metriche Exercise 2: Marketing funnel Exercise 3: KPI vs. metrica di supporto Exercise 4: Previsioni di marketing Exercise 5: Requisiti per le previsioni Exercise 6: Processo di forecasting Exercise 7: Modellazione dell'attribuzione Exercise 8: LTA vs. MTA Exercise 9: Identifica il modello di attribuzione Exercise 10: Modellazione di ricavi e costi Exercise 11: Considerazioni su spesa e ricavi Exercise 12: Calcoli di CAC e LTV

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Exercise 13: Riepilogo