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Making Marketing numbers make sense! - Coggle Diagram
Making Marketing numbers make sense!
B2B
What are the challenges
Scaling
Ensuring its quality
Knowing the commercials and the costs of things-
Cost of deal
Cost of leads
What are the common pitfalls
Treating all businesses the same
Setting everything to automatic
Commercial Awareness
LIfetime value of customer?
Not being outcome obsessed
B2C
Challenges
Not knowing the share of revenue that comes from digital
ONS share of digital revenue ( link)
Internet as a perentage of sales 26.6%
https://www.ons.gov.uk/businessindustryandtrade/retailindustry/timeseries/j4mc/drsi
Pre lockdown 19%
38.7% at the peak of lockdown
A culture of measurement is always a challenge
Leadership dont know and understand this
6 channels- split by device ( mobile desktop/ tabletgives you 18 pockets ( before we split by country
Averages hide the truth! dont treat everything the same!
Average order value on mobile also distorts the truth
Pitfalls
Joining the data from Online and offline
IN GA- Great to measure demand- but doesnt know what actually hapened.
Germany 20% return rate!
Joining up online offline data. Lifetime customer profit ( remove cost of returns / coupons sales etc)
Intro Ben Salmon
Co founder - We are crank
What is data centric Marketing
If we want to know more /