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Advanced performance marketing topics
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Module 10
Strategic Budget Allocation and Financial Forecasting
1
Optimizing Marketing Spend with Marginal ROI
Apply the principle of marginal ROI to optimize budget allocation across a diverse marketing mix.
2
Analyzing Marketing Response Curves
Interpret marketing response curves to identify channel saturation points and opportunities for growth.
3
Budget Allocation Scenario Modeling
Construct a scenario model to forecast business outcomes based on different budget allocation plans.
4
Balancing Short-Term Gains & Long-Term Brand Growth
Evaluate the investment trade-offs between short-term performance marketing and long-term brand building.
5
Integrated Marketing Budgeting: MMM, Incrementality, and LTV
Synthesize findings from MMM, incrementality, and LTV to inform an annual marketing budget.
6
Data-Driven Budget Justification
Build a data-driven business case to justify a request for a budget increase or reallocation.
7
Financial Impact of Budget Changes in Marketing Channels
Model the financial impact of scaling or cutting budget in a specific channel.
8
Crafting Your Marketing Plan: Channels, Budget, and KPIs
Draft a section of an annual marketing plan that outlines channel strategy, budget, and forecasted KPIs.
Previous module
Strategic Channel and Bidding Management
Next module
Data Storytelling and Stakeholder Influence