How much should we budget for marketing and what is the marketing ROI?
Typical business questions
How long would it take to recoup the initial investment made for a project?
The problem:
CEOs and Product Owners require the full sales funnel information: from ad banner click to product purchase, but often it's difficult to integrate data from different sources into one report.
Data on marketing expenditure is in the cloud: Google AdWords, Facebook, Yandex.Direct etc.
Data on sales and indirect costs can be found in internal services and databases: Mongo, Postgres etc.
Ekibana is a tool that facilitates data collection and unification and has the capability of producing 50+ typical marketing reports.
Ekibana implements connectors to all of the common data sources
We collect data from all products and services into a unified repository, normalize data, and identify meaningful connections between the data segments.
Raw input data is transformed into a system of business entities, that becomes the foundation for marketing and KPI reports.
Raw input data is transformed into a system of business entities, that becomes the foundation for marketing and KPI reports.
Typical report: Marketing channel effectiveness
Report questions:
- What are the CAC and LTV for all of the marketing channels?
- Which channels are ineffective (CAC>LTV)?
Report metrics:
Typical report: Business model effectiveness
Report questions:
- Does the service retain it's customers?
- What is the Revenue Grow Rate?
Report metrics:
Typical report: Monthly Recurring Revenue movements
Breaking MRR into its component parts gives a useful overview of both revenue received and expenditure. When viewed as a monthly trend, it’s easy to evaluate high-level performance compared to previous months.
Report questions:
- What is the structure and the components of MRR?
- What are the reasons for revenue growth or decline?
Typical report: Customers satisfaction
Report questions:
- Do the users achieve their goals when using your service?
Typical report: Cohort analysis
Cohort analyses are powerful tools to help you understand how your subscriptions evolve over time and identify important trends in churn or retention rates.
Example
Take all new customers who start paying in a given time period (usually a single month around 6–12 months in the past) and analyze how they develop over a period of time (usually 6–12 months). In this example, we can see that month two shows significant churn rates.
Our clients
factorymarket.de
Online marketplace
BelkaCar
Moscow carsharing
Request a design brief or ask a question