Build a more complete view of marketing economics
Marketing ROI Calculation Protocol examines the costs and customer patterns that a revenue-to-ad-spend ratio leaves out. It starts with variable costs and channel differences before introducing cohort analysis and customer value.
The later sections develop attribution and implementation practices that connect measurement with decisions. Use the protocol as a framework for collecting your own inputs, documenting assumptions and identifying gaps in the way marketing performance is currently reported.
What you’ll find inside
- Marketing, transaction, fulfillment and service costs.
- Channel-specific cost tracking.
- Customer cohorts and lifetime value models.
- Multi-touch attribution and revenue analysis.
- Implementation actions and ongoing measurement.
