Marketing Channel Mix Performance Review

Comprehensive analysis of marketing channel effectiveness across spend, revenue, traffic, and conversion metrics to optimize channel mix and budget allocation for maximum ROI

Report Objective

Evaluate the performance and effectiveness of our marketing channel mix to inform strategic budget allocation decisions. This quarterly review examines key metrics including ROAS, conversion rates, and traffic quality across all digital marketing channels to identify optimization opportunities and recommend strategic adjustments.

Channel Investment and Return Analysis

Analysis of marketing spend distribution and corresponding revenue generation across channels.

Questions to Consider:

Paid Search Social Media Display Email Affiliate Organic Search channel $0 $500,000 $1,000,000 sum(spend) How is Marketing Spend and Revenue Distributed Across Channels? Paid Search and Social Media dominate spend while showing varying ROAS performance

  • Which channels are receiving the largest share of marketing budget?

  • How does ROAS vary between high-spend and low-spend channels?

  • Are there any channels that should receive budget reallocation based on performance?

  • Which channels show the most stable ROAS performance?

  • Are there any seasonal patterns in channel effectiveness?

  • How do external factors impact channel performance?

 Feb 2024 Mar 2024 Apr 2024 date 3.0 3.2 3.4 3.6 3.8 sum(roas) vs. channel How Has Channel ROAS Trended Over the Quarter? Email and Affiliate showing consistent ROAS improvement while Paid Search fluctuates

Channel Conversion Performance

Examination of traffic quality and conversion effectiveness across marketing channels.

Questions to Consider:

Paid Search Social Media Display Email Affiliate Organic Search channel 0.0% 1000.0% 2000.0% 3000.0% 4000.0% sum(conversion_rate) How Do Conversion Rates Compare Across Marketing Channels? Email leads in conversion rate while Display shows opportunity for optimization

  • Which channels are most effective at converting visitors?

  • How does average order value correlate with conversion rate?

  • What optimization opportunities exist for low-converting channels?

  • How does traffic volume relate to conversion effectiveness?

  • Which channels provide the best balance of volume and quality?

  • Are there any outlier channels in terms of performance?

 100,000 120,000 140,000 160,000 sum(traffic) 200.0% 250.0% sum(conversion_rate) What is the Traffic Distribution and Quality Across Channels? Organic Search drives highest traffic volume with moderate conversion quality

Strategic Recommendations