Performance Marketing
Optimize toward profitable outcomes and monitor volume, quality and lag.
Cheat sheet
Optimize toward profitable outcomes and monitor volume, quality and lag.
What to check first
Use the same enrolment window, lead eligibility and refund treatment.
How to make the call
Shift spend gradually and monitor results after lag.
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Indian practice case
Fictional scenario
A Nagpur course provider has ₹100 leads but only 4% enrol. A second source costs ₹180 per lead and converts 10%.
Reveal the step-by-step solution
- Diagnose the problem.
Use the same enrolment window, lead eligibility and refund treatment.
- Work through the evidence.
Acquisition cost is ₹2,500 versus ₹1,800 per enrolment. Compare contribution and scale constraints.
- Recommend and validate.
Shift spend gradually and monitor results after lag.
More Indian cases
Interview question
How would you use performance marketing 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
Acquisition cost is ₹2,500 versus ₹1,800 per enrolment. Compare contribution and scale constraints. Shift spend gradually and monitor results after lag.