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Analytics & Ideation

Individual Performance

Assumptions & Improvements

  • For contacts with no vehicle quantity, have taken it as 1 vehicle to provide a worst case estimate of resource and ROI.
  • Haven't deduped those who’ve interacted with multiple campaigns, of those who have, they seem to have interactions around the same time - this multi-touch approach would need further review to see which campaign should be attributed.
  • Statistical outliers haven't been factored in - conversion rates have been taken as linear across the data sets.
  • Maximum lead cost: rounding down from break even. Assumption being revenue growth as main driver, and no overhead costs for staffing at that stage.
  • $1000 per vehicle revenue assumption.
  • Campaign 1 isn't that statistically significant in comparison to the other 2, so any learnings should be taken with a grain of salt.