Marketing Performance Checklist
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A framework for analyzing digital marketing performance based on Jesse Pujji's experience consulting for private equity firms and running marketing agencies.
Top-Down Analysis Approach
- Use benchmarks from third-party data sources (like Veros)
- Compare company metrics against industry standards:
- Click-through rates by vertical
- Conversion rates by channel
- Expected spend levels
- Campaign performance metrics
Bottom-Up Technical Assessment
Facebook Ads Structure
- Account organization and setup
- Campaign consolidation
- Check if too many ads are breaking up signal
- Look for opportunities to combine campaigns
- Event match quality score
- Aim for 9/10 match quality
- Many older companies only have 3/10
- Ensure Facebook is getting proper data signals
Creative Testing Framework
- Volume of creative tests
- Check how many new creatives tested per week
- Most underperforming accounts only test 2 per month
- Need consistent creative testing for good performance
- Creative performance metrics
- Creative iteration process
Revenue Impact Analysis
- Grade each marketing channel
- Create waterfall analysis showing:
- Current EBITDA
- Potential EBITDA with improvements
- Specific improvement opportunities
- Focus on translating marketing metrics into revenue/EBITDA terms
- Show clear path from marketing levers to financial outcomes
Common Red Flags
- Low creative testing velocity
- Poor signal quality to platforms
- Fragmented campaign structure
- Lack of proper tracking setup
- Unrealistic growth projections
- SEO manipulation/fraud
Value Creation Opportunities
- Implement proper tracking and measurement
- Increase creative testing cadence
- Optimize campaign structure
- Improve platform signal quality
- Translate marketing metrics to financial outcomes
- Run experiments to validate growth opportunities
The framework aims to identify both problems and opportunities while translating technical marketing concepts into business impact terms that investors can understand.