If you're given a goal, how do you figure out what's needed to hit it? Walk through how to make top-down assumptions in your marketing plan, to model performance.
- [Narrator] We've all been in this situation.…Your boss promises you more marketing budget…but only if you can work out…what they'll get for it.…Let's walk through how to build…a simple marketing plan from the top down…to work this out.…To follow along,…go to exercise file 2.2,…building a top-down marketing plan.…In this file, we already have…the data from last month.…We're going to use this data…to make predictions about the future.…So first off, your boss has promised you $8,000,…which is an increase from last month.…Last month, this is how your campaigns performed.…
These were the key funding metrics…for clickthrough rate,…conversion rate,…CPM, et cetera.…We're going to copy those across…but we're going to paste them as values…because these are the things we're going to change…to see how our marketing will perform next month.…And because we've pasted these as values…they're no longer formulas,…we need to use formulas…to work out how many impressions close…conversions we're going to get.…First, to work out impressions…
Michael begins with the basics, showing how to work with marketing data sources and explaining basic formulas for analysis. Next, he walks through how to build a data-driven marketing plan, including mapping out your marketing funnel, reviewing volume vs. cost tradeoff, and running A/B testing. Michael shows how to analyze a campaign's performance, working with PivotTables, charts, and dashboards. Finally, he demonstrates how to set up marketing campaigns in bulk, including manipulating text for ad copy generation and automating the most boring, repetitive tasks with macros.
- Cleaning up data formatting
- Using formulas for analysis
- Building a data-driven marketing plan
- Top-down vs. bottom-up marketing plans
- Running A/B tests
- Analyzing campaign performance
- Plotting data visually
- Building report templates and dashboards
- Building bulksheets for bulk campaigns on AdWords and Facebook