A category covering marketing budget planning, allocation, variance analysis, and KPI management to support data-driven investment decisions. Topics include how to read and apply key metrics such as ROI, ROAS, CPA, and LTV, channel-level budget optimization, budget-vs-actual analysis and improvement cycles, and how to build and present budget proposals to executive leadership.
Showing 1–18 of 56 posts
Normalize web and advertising estimates before comparing price. Fictional examples distinguish cash costs, internal effo...
Use a filled purchase order ledger to distinguish commitments, accepted work, invoices and payments. Calculate remaining...
Define one KPI with a goal, formula, denominator, observation window, direction, and owner. Fictional examples show why ...
Test the 80/20 idea with equal, moderate, and concentrated hypothetical distributions. Learn how denominators, periods, ...
Understand brand advocates, fans, ambassadors, and NPS promoters. Define observable advocacy, separate intent from actio...
Separate target attainment, plan variance, forecasts, and remaining work. Use worked KPI examples to judge whether recov...
Calculate CAC with explicit acquisition costs, allocated shared expenses, and unique new customers. Reconcile paid, orga...
ROI based on profit after included costs breaks even at 0%, not 100%. Compare ad-spend and total-cost denominators, nonm...
Choose department and role KPIs with clear formulas, populations, periods, and guardrails. Distinguish turnover, retenti...
CAC counts unique new customers; CPA counts defined actions. Reconcile lead CPA, close rate, cost scope, and acquisition...
Calculate break-even and target ROAS from contribution margin, media spend, other costs, and desired profit. Compare ROI...
Calculate ARPPU with matching payer and revenue definitions. See when paying rate × ARPPU equals ARPU and why a higher p...
Understand unique users in GA4, compare Total, Active, and New users, and see how identity, deduplication, and reporting...
Build a KPI tree with consistent units and denominators. Work through an ecommerce example, separate formulas from causa...
Understand sessions with a GA4 visit timeline. Compare page views and users, learn timeout and midnight rules, and calcu...
Define business KPIs with clear targets, owners, update schedules, and review decisions. Includes an operating worksheet...
