Beruflich Dokumente
Kultur Dokumente
2
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
Social Media
Engagement
Conversion Rate
Revenue Per Email
CTR
Marketing Contribution
$ Sales
Shipping and Handling Fees
Gross Revenue
Returns and Bad Debt
Net Revenue
Cost of Goods Sold (COGS), shipping, 800#, credit card costs
Gross Profit
Marketing Costs
Marketing Contribution (to profit and overhead)
4
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
Net Profit
$ marketing cost
5
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
For Every $1 . . .
For every $1 spent on Marketing, we generated $5.50 in
Revenue.
$27,500 revenue
$5,000 marketing
$5.50
$0.18
6
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
100
= 18%
7
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
PLANNING METRICS
Budgeting with $ Sales Target
Sales Target
Average Order Size
$100,000
$200
= $40,000
8
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
= $ 80 (CPO)
=
1,000
X $80 = $80,000
= 1.92%
Only incremental revenue and costs of a sale are considered, without overhead and profit requirements.
10
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
= $.77 each
= 1.92%
11
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
Breakeven Analysis:
With Overhead
Gross Profit Per Sale
=
Overhead (10%)
Breakeven Allowable Cost Per Sale =
$60.40
8.00
$52.40
4.80
$47.60
13
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
BENCHMARKS:
How much can you spend to acquire a
customer? (CPA)
Are you willing to just breakeven on each new customer?
(Can you rely on customer Lifetime Value to generate profit)?
CPA = Gross Profit Per Sale (incremental breakeven without overhead)
OR
CPA = Breakeven Allowable Cost Per Sale (breakeven with overhead)
Do you need to make a profit on every first sale?
CPA = Marketing Allowable Cost Per Sale
14
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved
CUSTOMER ANALYSIS:
Lifetime Value (LTV)
LTV =
X
(continued)
15
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved
Lifetime Value
Database Snapshot Approach
1. # Active Customers
(Customers as of 1/1/12 who made at least one additional
purchase in 2012, or your definition of Active)
2. Total of all $ sales from those Active Customers over past year
Total $ Sales from Active Customers last year =
# Active Customers last year
Average $ Sales Per Active Customer Per Year
16
(continued)
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
Lifetime Value
For EACH Active Customer in 2012:
Month/Year of Last Purchase (in 2012)
MINUS
Month/Year of FIRST purchase (first purchase from you)
= # Months as Active Customer
Total Months from all Active Customers
# Active Customers Last Year
12
Lifetime Value
Total Sales from Active Customers Last Year = $400,000 =
# Active Customers Last Year
=
20
$20,000 Average $ Sales Per Active Customer Last Year
Total # Months Active from all Active Customers = 8000 = 40 =
# Active Customers Last Year
= 20
12
3.3 Average Years as Active Customer
LTV = $20,000 X 3.3 = $66,000 per Active Customer
18
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved
19
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved..
Email Metrics
Revenue Per Email =
$ Sales
# Emails Delivered
# clicks
# emails delivered
20
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
Websites
Visitors to Leads Conversion Rate =
# leads generated for a period
# web visitors for the period
Visitors to Sales Conversion Rate =
# sales generated for a period
# web visitors for the period
21
1991 - 2013 ResponseFX.com, a Division of Strategic Marketing and Advertising, Inc. All Rights Reserved.
Thank You!
Please SHARE
Get the Latest Response Stats:
LIKE: Facebook.com/ResponseCoach
FOLLOW: @ResponseCoach
See the Latest How to Posts:
BLOG: ResponseBlog.ResponseFX.com
Let us Help you Boost Your Response:
www.ResponseFX.com sign-up for our enewsletter
22
Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved.