Advanced Formulas for Marketing
Samantha Glover
??“?? ?????? ???????? ???? ?????????? ????????????????.” CIO, Mathematician, AI Consultant, Research Scientist, Data Science, ISO - Business Loan Broker
A common oversight for businesses is to view your ad performance by ROAs (return on ad spend). There are several other variables that should be considered and factored into your algorithms when re-targeting or in regards to how your website and app functions in response to its users.
One brief example is that an ROA is only going to reflect the immediate impact of the moment but not the long term effects of your ad spend. One should build into their models LTV (life time value) to CAC (customer acquisition cost) over time as a whole. and through levels of granularity such as per channel, time of year, personas, and more!
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Among many others and as shown in the infographic below; one can also factor in profit margins to consider the overall impact of ad spend and to build models with profit margins in mind.
Sub- Contractor at All Pro Home Improvements
2 年Cool
Glazier/fabricator at Self Employed
2 年????????????
Freelance Writer at Self Employed
2 年I agree, ROAS might work better when shoppers are making one-time purchases and the other metrics make more sense for a company that provides a service over the long term. For example, I've bought things from the Amazon marketplace and probably won't buy anything from those vendors again, but other apps charge you every month or every year.
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2 年Very nice repurposing and mixed use of multiple platforms.