Services – Old

My goal is to improve the profitability of your marketing investments.

We’ll discuss how your business works, your goals for analysis, and your current data environment.  I’ll then design an analysis strategy that helps you evaluate your current tactics as well as provide you with greater visibility into the future performance of your company.

I’ll then complete the analysis and forecasts we discuss, and present findings and recommendations to you.

I often get questions about what specific analysis I do, and it varies by client according to their type of business and existing analysis environment.   The most common types of work are listed below.

Marketing & Customer Analysis

  • Channel and Campaign Cost per Acquisition (CPA)
  • Customer Lifetime Value (LTV)
  • Marketing Return on Investment
  • Optimal acquisition marketing budget
  • Break-even cost per acquisition
  • Customer retention
  • Average revenue per customer
  • Intake curves (If you send mail on x date, at what rate do people respond over time?)

Financial Analysis

  • Profit margins for both products and services
  • Allocate certain overhead costs (such as mktg headcount)
  • Pricing analysis

Forecasting & Modeling

  • Excel models to forecast customer volumes, revenues, and profitability
  • “What if” models that let you see and change the impact of key assumptions
  • Pro forma analysis of new marketing and partnership opportunities

Ongoing Performance Analysis

  • Monitor key indicators
  • Campaign and channel response updates
  • Customer profitability updates
  • Analyze why performance changed

Data Analysis

  • Evaluate data quality
  • Recommend methods to improve data capture and organization
  • Consolidate several data sources into one