Objective

Practice analyzing marketing campaign data to extract actionable insights and make data-driven recommendations.

The Scenario

You are the Growth Marketing Manager for a B2B SaaS company. Last quarter, you ran a multi-channel demand generation campaign with a $50,000 budget across four channels. Here are the results:

Campaign Data

Google Ads (Search)

• Budget: $15,000
• Impressions: 500,000
• Clicks: 7,500
• Leads: 150
• MQLs: 75
• Opportunities: 15
• Closed Deals: 6
• Revenue: $120,000

LinkedIn Ads

• Budget: $20,000
• Impressions: 300,000
• Clicks: 3,000
• Leads: 120
• MQLs: 80
• Opportunities: 20
• Closed Deals: 8
• Revenue: $180,000

Content Marketing (Organic + Syndication)

• Budget: $10,000
• Page Views: 50,000
• Leads: 200
• MQLs: 60
• Opportunities: 10
• Closed Deals: 4
• Revenue: $75,000

Email Nurture Campaign

• Budget: $5,000
• Emails Sent: 10,000
• Leads Engaged: 80
• MQLs: 40
• Opportunities: 5
• Closed Deals: 2
• Revenue: $45,000

Overall Target: $400,000 in revenue from $50,000 budget

Your Analysis Tasks

1. Calculate Key Metrics by Channel

For each channel, calculate:

• CTR (Click-Through Rate) = Clicks / Impressions × 100% (where applicable)
• Cost per Lead (CPL) = Budget / Leads
• Lead-to-MQL Conversion Rate = MQLs / Leads × 100%
• MQL-to-Opportunity Conversion = Opportunities / MQLs × 100%
• Close Rate = Closed Deals / Opportunities × 100%
• Cost per Acquisition (CPA) = Budget / Closed Deals
• ROI = (Revenue - Budget) / Budget × 100%

Create a comparison table showing all channels side-by-side.

2. Identify the Best Performing Channel

Based on your calculations, determine:

• Which channel delivered the highest ROI?
• Which channel had the best lead quality (highest conversion rates)?
• Which channel was most cost-efficient (lowest CPA)?

Write 2-3 sentences explaining your findings.

3. Find One Surprising Insight

Look for patterns or anomalies:

• Does any channel have high volume but low conversions (or vice versa)?
• Are there major efficiency differences between channels?
• Did any channel significantly over or underperform expectations?

Example insight: "LinkedIn had the highest CPL at $250 compared to Google's $100, BUT LinkedIn leads converted to opportunities at 2x the rate, making it more valuable overall."

4. Make 2 Recommendations

Based on your analysis, provide two specific, actionable recommendations:

Recommendation 1: Budget Reallocation

• Where should budget be increased or decreased?
• Why? (Reference your data)

Recommendation 2: Optimization Opportunity

• What should the team work on improving?
• What's the potential impact?

Example: "Recommendation 1: Increase LinkedIn budget by $10k and reduce Google Ads by $5k. LinkedIn's 9x ROI vs Google's 8x ROI, combined with better lead quality (25% opp conversion vs 20%), makes it the more efficient channel."

Deliverable Format

Section 1: Executive Summary

• Overall campaign performance (total revenue, overall ROI)
• Key finding in one sentence

Section 2: Channel Performance Table

• Comparison metrics for all channels

Section 3: Analysis

• Best performing channel and why
• Surprising insight

Section 4: Recommendations

• Two specific, data-backed recommendations

Outcome

You'll practice the complete cycle of campaign analysis: gathering data, calculating metrics, extracting insights, and making recommendations. This is a core skill for any data-driven marketer.