Budgeting for Digital Marketing

For the past two weeks we’ve been talking about ecommerce trading. So this week we’re going to pivot to a related topic: budgeting for digital marketing.

Knowing where to spend your marketing budget is an ongoing challenge for ecommerce teams because channel performance is fluid, influenced by many external factors including consumer behaviour, competition and technology changes (e.g. European Commission requiring Google to level the playing field for shopping ads).

Here are the 3 questions:

1. How do you decide which channels to invest in, and how to split the budget?
2. How do you create realistic ROI models for each channel?
3. How can you use performance data to fine tune investment?

Join us at 1pm UK time on Monday and do share this post either on Twitter or via email with anyone you think would be interested.

Thanks, Dan & James.

p.s. If you’re wondering “what’s this about?” there is a page explaining all just here.