Understand the interdependencies between touch-points and its impact on the overall performance of the strategy and on the economics of the business.
Assignment Details
The assignment has 3 elements to be evaluated (25 points total).
The main deliverable is one single slide
At the bottom you’ll find a link to a template, the spreadsheet with the benchmarks and to 3 examples.
#1. Touch-points, landing pages and conversion goals (10 points)
From the journey you mapped for the previous assignment, pick two touchpoints from each stage, one destination page and one conversion goal.
Make sure that all the channels you take for this exercise are “Paid Media” that will greatly facilitate your work.
#2. KPI’s ad Benchmarks (10 points)
Each touchpoint has its main KPI. You have to identify a performance benchmark for each one from the attached excel table.
In some cases you will not find a specific benchmark for your type of business, so take the one that you think best suits you. They can also research your own benchmark online.
#3. Performance Calculations (5 points)
Fill in the template with your selections and then use the Excel titled “Benchmarks” to fill in the data for your calculations.
Define a budget for each channel and from there, calculate the performance until you reach a final Cost-per-acquisition.
Performance Forecast Template Download Performance Forecast Template
Performance Example 1 Download Performance Example 1
Performance Example 2 Download Performance Example 2
Benchmarks Download Benchmarks
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