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Transcript of "Mcom30 slidedeck- class 7 - analysis"
Analytics and Metrics Presented by Lindsey Fair
Things that canmeasured = metrics Response Rate - Clicks, phone calls, prints, forwards, visits Retention - Repeat purchases Information acquired / Permission granted Eyeballs, ears, noses, mouths (enter, exit, length of time) Popularity / Virality - Friends, Followers, Likes, Links, Posts, Tags Purchases by $ Purchases by # Purchases by Item popularity Expenses Partners Amount of Media coverage Dollar value of media coverage .....etc.
Cost Per Piece cost of campaign / # sent$500 for postcard printing (received 5000 cards)$200 for Canada Post (mailed 3000)$700 total campaign expenses/3000 # sent$ 0.24 cost per piece (sent)
Cost Per Response cost of campaign / # responded$500 for postcard printing (received 5000 cards)$200 for mailing (mailed 3000)$700 total campaign expenses /30 # responded$ 23.33 cost per response
Gross Profit cost of campaign - revenue $ 90 $3 discount x 30 customers = lost opportunity costs $700 total campaign expenses $790 total cost of campaign-$1080 $36 revenue x 30 customers = generated revenue from offer$ 290 gross profit / loss
Bottom Line Profit Similar to gross profit, only all business expenses are taken into account $ 90 $3 discount x 30 customers = opportunity costs $700 total campaign expenses $ 45 pro-rated operating expenses $ 60 wholesale cost per product x # of products sold $895 TRUE cost of campaign-$1500 $50 revenue x 30 customers = revenue from all related sales$ 605 bottom line profit / loss
ROI(Return on investment) $50 revenue x 30 customers =$1500 revenue from all related sales$ 790 total cost of campaign$ 710 ROI
Lifetime Value of a Customer (LTV)(5 x 3) *50 = $750 + $9 = $759•average customer comes 5x /yr for 3 yrs, spends $50 ea.•Plus the costs to do a campaign to replace that customer
Change in Behaviour Comparison of before and after10 Average # of frites sold Monday nights prior to campaign16 # of frites sold Monday nights during campaign15 # of frites sold on Monday nights after campaign
Trends Chart showing trends for any one category from before, during and after. Often using data from Changes in behaviour.10 Average # of frites sold Monday nights prior to campaign16 # of frites sold Monday nights during campaign15 # of frites sold on Monday nights after campaign