Marketing business questions

Marketing Analytics for Business

Sarah DeAtley

Principal Data Scientist

Common questions: revenue impact

Examples:

Did our holiday campaign increase revenue?
Which tactics cost the least while driving the most revenue?
Did we have incidental revenue impact from brand campaigns?

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Common questions: trends and troubleshooting

Examples:

Is this trend normal?
If this trend is abnormal, what caused the change?
Are we on track to beat customer acquisition targets?

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Common questions: "what if" scenarios

Examples:

If we increase spend, how many more customers will we get?
If we reduce budget, can we still achieve our annual targets?
If we extend this campaign by a month, how much will we exceed our target by?

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Common questions: optimization impact

Examples:

Did the messaging change increase ad clicks?
Did increasing campaign spend in Canada perform better than other regions?
Did this new tactic outperform other tactics for that channel?

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Common KPI themes

Business Health

Return on Investment (ROI)
Lifetime Value (LTV)
Overall retention and acquisition

Marketing Health

Cost (acquisition, per click, etc.)
Conversion Rate
Engagement Rate

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Anatomy of a marketing analytics question

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Examples

Social media manager wants a deep dive into Twitter engagement decrease
Chief Operating Officer (COO) needs a recommendation on marketing spend
Product manager interested in product campaign impact on acquisition

Let's practice!

Marketing Analytics for Business

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