Online marketing isn’t simple. There are a lot of variables that are difficult to measure and many moving parts. We come across many questions about marketing regarding the best way to begin, but the real difficulty is ‘how to continue’. It’s easier to measure when you start because a change happening from zero is easier to detect.
In other words, the transition from zero paying customers to several is a straightforward event – and it is clearly a positive one. However, when we are making a change after already having a regular beat of paying customers, it’s not always clear whether the change was good. The results of the changes we’ve made and what were our improvements aren’t always clear, and what our improvements are. Were the new campaigns more or less successful? Did the changes in product help move the needle? What was their effect?
In this episode, Roy Mann and Lior Krengel dived deep into one of the most effective tools in examining the different effects – Cohort analysis. It’s a tool to help answer the allegedly simple questions – did we improve? Is there space for growth? How much money do we need to spend on marketing to reach our goals?
Want to see an example of cohort analysis? Click here
What’s foundation series?
This is the fourth episode in our Foundations mini-series about Performance Marketing – a series in which we discuss basic terms and principles from the digital marketing world to allow you to speak this technological ‘language’ fluently and approach every process with the right background. Whether you are new to this world or want to deepen your understanding of this language – This series is for you. If you haven’t heard the previous episode yet, we recommend listening to the episodes by order in this mini-series.
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For more relevant episodes
106: Performance Marketing 01: Where to begin?
108: Performance Marketing 02: Working with funnels
117: Performance Marketing 03: Why charging for our product from day one is important
