RISKS BENEFITS RESOURCES RESOURCE PLANNING AND MANAGEMENT #1 Resource audit #2 Resource allocation #3 Financial analysis #4 Critical success factors #5 Project planning #6 Accountability and responsibility
We need campaigns and channels with low conversion cost and high conversion rate. Conversion Rate Conversion cost
Example Marketing budget allocation Product and campaign profitability Pricing and discount strategies Assessing break-even point Improve ROMI Target high-margin products
What is Revenue What type of Metric it is Revenue vs Profit Sales performance Market demand Pricing strategy Business growth Investment appeal Operating revenue Non-operating revenue Revenue growth strategies Examples...
Gross Profit Operating Profit (Income) Net Profit (Bottom Line) Profit Margin Gross Profit Margin Operating Profit Margin (EBIT margin) Net Profit Margin
Formula to calculate the break-even point (in units) Break-even point (units) = Fixed costs/(Price per unit − Variable cost per unit) Setting realistic marketing budgets
Share of voice = (your brand metrics / total market metrics) x100. If you were measuring your social media interactions, say there were 200 for your brand vs the total...
Calculation of YOY growth if a company made $500,000 in sales last year and $600,000 this year: ($600,000 – $500,000/$500,000) x 100 = 20% YoY growth
A key performance metric that measures the total cost incurred to acquire a new customer. This cost includes all marketing expenses (advertising, promotional campaigns, digital marketing efforts), sales costs (commissions,...
A key metric. The total revenue a business expects to earn from a a single customer account over the duration of their relationship with the company. CLV helps businesses understand...
CBA in financial metrics CBA for strategic decision-making CBA for operational efficiency CBA for risk assessment