Тег: cost per lead (CPL)

Аннотация: (English) With modern marketing structures more complex and data-rich than ever before, organizations are under growing pressure to optimize performance without adding the cost associated with doing so. Although there are many approaches that suggest that budget expansion is a primary driver of growth, emerging evidence is pointing out that inefficiencies within marketing systems mean that the return on marketing investment (ROMI) is often constrained. The Efficiency-Driven Marketing Optimization Model (EDMOM) as an analytical frame which the author developed serves to improve the performance of marketing with process and allocation optimization. Based on literature within the fields of marketing analytics, customer journey theory and omnichannel strategy, this study defines marketing inefficiency in terms of misallocation of resources as a product of misguided funnel dynamics. The model incorporates financial metrics such as CPL and CAC with funnel-based analytics to uncover structural inefficiencies and resource misallocation. Data to date suggests there exists a significant efficiency gap at transition stages in the funnel and fragmented omnichannel environments, thereby resulting in inflated acquisition costs despite stable lead generation performance. The study also adds to the literature by discussing a system-level strategy to marketing optimization, with higher ROMI generation by optimizing funnel efficiency and budget allocation at the same time while remaining in equilibrium with total marketing expenditure.