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Marketing Analytics & Goal

MARKETING ANALYTICS & GOALS

Let’s take a snapshot look at your business, and try to determine a strategy based on the numbers.

Try to base ﬁgures as best you can from a 3-5 year sample

1) Yearly Marketing Budget

2) Yearly Gross Sales

3) Gross Sales Profit Margin Percentage

4) Yearly Transactions

5) Yearly Active Customers

6) Customer Retention/Churn Rate
[(Number of Customer End of A Period) – (Number of New Customers That Period)] / Number of Customers Sart Of That Period / 100

7) Average Order Value
Example Formula: (Sales/Transactions)

8) Conservative Customer Lifetime Value Of Customer
Basic Formula: Yearly Transactions / Yearly Customer X Average Order Value X 3 to 5 Years

9) Customer Acquisition Cost
Example Formula : Marketing Budget / New Customers In Period Respectively

10) Customer Lead Cost
Example Formula : 10% of Customer Acquisition Cost Moderately

11) Customer closing rate?
Example Formula : For every phone call, email, or other lead; how many turn into sales?

Let us help you put all this information together in an analytics worksheet and further your strategy.

This is the type of information that can mean all the difference to your goals.

UNDERSTANDING YOUR BUSINESS

Step 1: Deﬁning Your Product or Service

Please educate us on what products or services you focus on:

Step 2: Understanding Your Market Where is your largest problem?

What’s special about you? What are your strengths and frustrations?

Deﬁning Further Company Strengths

Vs Competitors / For Customers / Self Viewed Additionally:

Deﬁning Further Company Frustrations

Vs Competitors / For Customers / Self Viewed Additionally:

Step 3: Understanding Your Store

What major cities are you in? Does your direct presence matter? Where can you service? Are there franchise concerns?

Step 4: Understanding the Competition (May Need To Create A Competitive Analysis)

We need to know more about who your direct competitors are so we can better understand the ﬁeld.

Step 5: Understanding Your Target Customers

Who are you trying to reach? Where are they? What do they do? B2B vs. B2C?

Step 6: Understanding You

Who are you? What are you about? Why did you get involved in this business? What do you like? What are your passions in this business?

WHAT YOU’VE DONE AND WHERE YOU’VE BEEN

What have you been doing for marketing prior? What tracking methods did you use? What budgets were you working with? What results did you see? What promotions do you focus on?

Website:

Explain how the client is using SEO, Back linking, Ad words, Keywords, and other PPC advertising for the website. Please try to get a solid estimate of web/mobile trafﬁc, conversion rates sought, tracking used, and budget.

Social Media:

Explain what type of ads the customer is running, or if they are trying organic reach only. Explain the objectives of the ad content versus the organic. Explain methods of measuring conversions, tracking potential leads, and budget.

Direct Mail:

Explain the quantity and term lengths being run, objectives, email list relevance, targeting or retargeting, tracking used, and budget.

Email Marketing:

Explain the quantity and term lengths being run, objectives, email list relevance, targeting or retargeting, tracking used, and budget.

Television:

Explain the type of channel being used, audience relevance, objectives, time slots, targeting or retargeting, tracking used, and budget.

Radio:

WHAT YOU’VE DONE AND WHERE YOU’VE BEEN (CONT.)

Explain the type of station being used, audience relevance, objectives, time slots, targeting or retargeting, tracking used, and budget.

Other Print:

Other Marketing:

Targeting vs. Retargeting Campaigns: (New, Old, Inactive/ Explain):

Sales Funnels Note:

Additional Notes:

Cross Promotions:

Marketing Analytics & Goal