Emmett's Marketing Math Series
Marketing math doesn't have to be hard, and it surely doesn't have to boring. Join me for this series where I will walk through the core and not-so-core principles of marketing measurement!
101
The Funnel
Upper to lower, and maybe even something in the middle. What is the marketing funnel?
Conversions
You are supposed to get something for the money you spend on marketing, and this is it.
The Cost of a Click
Not all clicks of the mouse are free.
cpc, ctr, cvr
The Cost of a View
Now that you are certified funnel expert, let's talk about how you buy eyeballs at the top of the funnel.
cpm, reach, frequency
201
Attribution Models
Who gets credit for a conversion?
last clicks, data-driven, first touch, decay
Auction Metrics
The Google ad auction is a scary place, lets go through some of the main metrics.
impression share, top of page rate, lost to budget and rank
Bidding Strategies
How do you let the system do it's thing?
tROAS, tCPA, max clicks, conversions, conv. value
301
Incrementality
Did my ad cause a conversion, or would it have happened anyway?
iROAS, CPiA, lift
MMMs
Media Mix Models
roi, contribution, diminishing returns