The Marketing Investment Model Template contains the following sheets and sections:
- Data Sample: an example of an extract from an advertising campaign. The spreadsheet includes metrics such as costs, impressions, clicks and conversions.
- Revenue and Cost Forecast: The Template transforms the raw data into customer metrics such as Cost per Acquisition. It then combines them with growth assumptions to calculate future cash flow.
- Customer Lifetime Value Calculator: The Model takes the retention and churn assumptions and uses them to estimate a customer lifespan. It then combines the result with revenue and cost inputs to calculate how an average customer contributes to the overall profitability.
Click on product images for screenshots of the template.