Vanity metrics are the silent killer of marketing budgets. While your team celebrates "Likes" and "Impressions", you need to know the Customer Acquisition Cost (CAC) and Lifetime Value (LTV). This workshop bridges the gap between digital noise and balance sheet reality, teaching you to demand reports that prove ROI.
Designed for CMOs, CFOs, and Growth Directors responsible for proving the financial value of marketing spend.
Understanding the Golden Ratio (3:1) and why 'cheap clicks' often mean 'expensive customers'. We break down how to calculate full acquisition costs including salaries, tools, and agency fees, not just ad spend.
Detailed look at First Click vs Last Click vs Linear. Move beyond giving all the credit to the final ad (brand search) and understand the full customer journey map to allocate budget where it actually starts the sale.
How to calculate true Return on Ad Spend (ROAS) inclusive of overheads. We'll audit your current reporting to spot vanity metrics that look good on slides but hide cashflow problems.
Building reporting views that Board members will actually read. Learn to present 'Revenue' and 'Profit' line items, stripping away 'Traffic' and 'Engagement' stats that executives ignore.
How to use 12 months of historical data to predict future revenue with 80% accuracy. Move from 'guessing' your budget needs to mathematically proving the required investment.
With 20+ years managing multi-million pound budgets and serving as an XCO for global iGaming brands, Stephan knows the difference between 'Activity' and 'Achievement'. As a multi-time Founder, he helps Boards strip away vanity metrics to focus on CAC, LTV, and Attribution models that actually prove ROI.
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