Marketing Analytics
Use leading metrics for diagnosis and incremental contribution for budget decisions.
Cheat sheet
Use leading metrics for diagnosis and incremental contribution for budget decisions.
What to check first
Join clicks, paid orders, returns and fulfilment costs with aligned cohorts.
How to make the call
Tie optimization to contribution after returns and monitor leading signals for diagnosis.
Google Analytics · Funnel exploration · further reading for crm & analytics
Indian practice case
Fictional scenario
A Delhi marketplace has rising clicks but declining net margin.
Reveal the step-by-step solution
- Diagnose the problem.
Join clicks, paid orders, returns and fulfilment costs with aligned cohorts.
- Work through the evidence.
Break margin changes down by mix, return rate and realized price. Validate the biggest driver against a comparison.
- Recommend and validate.
Tie optimization to contribution after returns and monitor leading signals for diagnosis.
More Indian cases
Interview question
How would you use marketing analytics to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Break margin changes down by mix, return rate and realized price. Validate the biggest driver against a comparison. Tie optimization to contribution after returns and monitor leading signals for diagnosis.