CAC- en LTV-berekeningen

Je hebt je eerste marketingprognoses afgerond. Wat een mijlpaal! Toevallig is het tijd om de budgetten voor het volgende boekjaar vast te stellen, en als expert in marketingprestaties rekent het hele management op jou voor ROI-aanbevelingen.

Omdat je inmiddels een doorgewinterde Marketing Analyst bent, weet je dat je een paar stappen moet doorlopen om tot een ROI-berekening te komen waar je vertrouwen in hebt. Gelukkig heb je historische campagnes en budgetten om je te helpen! Op basis van historische gegevens bereken je de lifetime value (LTV) en de customer acquisition cost (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's en metriek Exercise 2: Marketingfunnel Exercise 3: KPI vs. ondersteunende metric Exercise 4: Marketingvoorspelling Exercise 5: Vereisten voor forecasting Exercise 6: Forecastproces Exercise 7: Attributiemodellering Exercise 8: LTA vs. MTA Exercise 9: Identificeer het attributiemodel Exercise 10: Omzet- en kostenmodellering Exercise 11: Overwegingen voor uitgaven en inkomsten Exercise 12: CAC- en LTV-berekeningen

Huidige oefening

Exercise 13: Afronding