Data Interview Question

Marketing Channel Effectiveness

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Requirements Clarification & Assessment

  1. Objective Understanding:

    • The primary goal is to evaluate the effectiveness of various marketing channels used by a company, Mode, which specializes in B2B analytics dashboards.
    • Determine the metrics that can assess the performance and return on investment (ROI) of each marketing channel.

  2. Data Availability:

    • Access to data on costs associated with each marketing channel.
    • Information on customer acquisition numbers and revenue generated per channel.
    • Customer behavior data including churn rates, conversion rates, and customer lifetime value (CLV).

  3. Key Metrics Identification:

    • Marketing ROI (revenue over expenses) for each channel.
    • Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC).
    • Secondary metrics including churn rates, conversion rates, and cost per acquisition.

  4. Stakeholder Requirements:

    • Insights on which marketing channels are most effective in terms of cost and revenue generation.
    • Recommendations for optimizing marketing spend across channels.

  5. Constraints:

    • Potential limitations in data granularity or availability.
    • Time constraints for analysis and reporting.