Marketing Channel Effectiveness

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.