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6.9 Marketing Campaigns
6.9 Marketing Campaigns
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Marketing Campaigns
This workbook supports the Marketing Campaigns topic at qlutch.com
If a worksheet has gray and white cells, the white cells inside the gray area are inputs and the results will be displayed in a printable format in the white area of the sheet. If a worksheet is all
white, then the inputs and printable report are the same. Some of the worksheets are linked to previous worksheets. Feel free to enter numbers into previous worksheet cell references if you
haven't completed the previous sheets. Calculations and formulas aren't protected, so check blank cells in the report sheets before entering values.
Some of the worksheets have tables with summary calculations at the end of the table. If you need to insert more rows, insert them in the middle of the data entry fields so the sum formulas
capture the new fields. Some of the worksheets have hidden rows or columns for formula calculations and deleting them will modify some of the features. If you modify worksheets and wish to
return to the original format, simply download a fresh copy from your account at www.qlutch.com.
This worksheet will calculate how many marketing impressions or touches you need to reach your campaign goal, along with your total campaign conversion rate. This is the
first metric required to calculate marketing ROI.
Results Calculates the total number of impressions you'll need, the total number of responses and all of your conversion rates throughout the sales process.
This worksheet is linked to 6.9.a and will calculate the revenue and profit projections for your campaign. This is step 2 to calculating your campaign's projected ROI.
Results Calculates the total projected revenue and profit produced from your campaign.
This worksheet is linked to 6.9.a and 6.9.b (but can also function alone) and will organize your marketing campaign budget, project your initial ROI, and allow you to input actual
results to view your actual campaign ROI.
Results Calculates your total budget, projected campaign ROI, and the maximum you can spend and still hit your ROI goal. Also matches your projections to your actual results.
This worksheet is linked to 6.9.c and is a report that organizes your marketing campaign budget by month.
Results Calculates your total budget, projected campaign ROI, and the maximum you can spend and still hit your ROI goal. Also matches your projections to your actual results.
This worksheet outlines your campaign media projections: media to use, cost, impressions, response and converstion rate.
Results Calculates your costs per impression, per response and per conversion.
Results Calculates your revenue, profit or value of customers resulting from your campaign.
Allows you to track your media and response rates for future reference.
Results Calculates your cost per success criteria for each ad.
Review how improvements to specific campaign variables affect your campaign metrics and results.
Campaign Name 0
Run Dates 0
Prepared By 0
Date
Based on our conversion rate estimates, here's how many IMPRESSIONS & RESPONSES we'll need to generate in our campaign
in order to reach our goal:
Below is the breakdown of projected prospects at each step in our sales process:
# of prospects that
Cumulative % of
should reach this step
Step Step respondees who reach
(rounded up to next
this step (calculated)
whole number)
1 100.00%
504697041.xls - a 2
Campaign Revenue / Profit Projections
Campaign Name 0
Run Dates 12/30/1899
Prepared By 0
Date 12/30/1899
% of new
Total unit sales Total
customers Total projected
Products / services (Or just enter the projected
who buy this PROFIT
total unit sales) REVENUE
item
0%
0%
0%
0%
0%
TOTAL 0% 0.0 $ - $ -
504697041.xls - b 3
Marketing Campaign Budget & ROI Analysis
Campaign
Date of budget
BUDGET ACTUAL
Item NOTES
Total (or enter Total (or enter
Month incurred Units Cost per unit Month incurred Units Cost per unit
total) total)
[enter a heading] Choose Choose
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*Enter this total into the master budget in this month Total $ - $ - Total
504697041.xls - c 4
Marketing Campaign Budget by Month
This sheet totals your expenses (from the previous sheet) so it's easy to enter into your master budget for the year.
Campaign
Date of budget
504697041.xls - d 5
Marketing Campaign Media Plan
Plan the number of impressions for each media and project results and costs
Here are the number of impressions to generate, estimated costs and estimated conversion rates
504697041.xls - e 6
Campaign Results
Campaign
Date
QUANTITATIVE RESULTS
1
2
3
4
5
6
$ - $ -
$ - $ -
$ - $ -
$ - $ -
$ - $ -
Total - Total $ - $ -
Projected Projected
Variance - Variance $ - $ -
Over (under) #DIV/0! Over (under) #DIV/0! #DIV/0!
- Total $ -
Projected* $ -
- Variance $ -
#DIV/0! Over (under) #DIV/0!
504697041.xls - f 7
Ad Response Rate Tracking
#
1
2
3
4
5
6
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504697041.xls - g 8
Campaign Variable Test Matrix
Evaluate two different ads to see which generates better results. Test one distinct variable at a time.
Campaign
Test dates
Purpose of test
Ad #1 Ad Description
Ad #2 Changes from Ad #1
Success criteria 1
Success criteria 2
Results AD #
1 2
Success criteria 1
Success criteria 2
Total cost of the ad
Cost analysis
Cost per
Cost per
504697041.xls - h 9
Improve Campaign Results
Displays how improved conversion rates can impact costs and results.
Campaign
Date
Media cost of campaign Don't include ad production costs
Improvement goals
With improved conversion rates at different points, here are the results be with the same # of impressions.
-
-
-
Cost comparisons
Here are the resulting costs of the improvements.
Goal
Current scenario Improved scenario
504697041.xls - i 10