In this video, the author takes a concrete example and analyzes it with you step by step, with the goal of understanding how to use the dashboard in the real world to compare the performance of your marketing activities.
- [Instructor] Let's analyze now…our natural selection process dashboard.…Let's go to the overall marketing dashboard tab…of the exercise file.…For example here,…we have activities ranging from…$750 for a certain period of time to $12,000,…and we can already see…just by comparing those extremes,…the paid ads and the website,…that we're generating more sales leads with the website,…but not that many more than the paid ads,…not even twice more when the cost is 16 times bigger.…
That has direct impact on the cost…of generating sales leads, or conversions,…with each activity.…It costs $86 to generate a sales lead with the website…and $7 with paid ads.…In this example, it's a massive difference.…It costs 12 times more to go with the website…than the paid ads.…On the other hand, though,…when we go further to the right,…we can see that we've generated more business opportunities…and not just the big ones (mumbles) our numbers,…but a lot of them,…25 for the website versus 10 for the paid ads.…
Here, there's a number of conclusions you could draw.…
- Evaluating marketing's business contribution
- Analyzing results vs. vanity metrics
- Extracting raw data to build dashboards
- Reducing human errors
- Analyzing marketing activities
- Linking actions to business impact
- Analyzing your account database and contacts database
- Analyzing paid ads and social media
- Using a common framework to analyze marketing activities
- Analyzing individual marketing activities over time
Skill Level Intermediate
1. The Marketing Cycle and Business Contribution
2. Analyzing Marketing Activities
3. Improving Marketing Performance Using the Natural Selection Process
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