Which Channel Actually Pays

Who this book is for

Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.

Sound familiar?

• Adding up the channels gives more orders than actually exist.
• Doesn't know what dropping a channel would cost, having never dared switch one off.
• Budget follows last year's habit rather than this year's results.
• When asked which channel works best, answers with each platform's own numbers.

Each chapter answers one question

1. Chapter 1: If every platform takes credit, who really sold?

   Adding up the orders each channel reports, how much bigger is it than real orders?

   Every platform credits itself with every order it touches, so the total is always bigger than reality.

2. Chapter 2: Can a simple question beat the tracking data?

   Where do my new customers say they heard about us?

   Asking where customers heard about you gives rough data, but no platform has distorted it.

3. Chapter 3: If I switch a channel off, will sales drop?

   If I switched this channel off for two weeks, how much would I lose?

   The surest way to know what a channel contributes is to stop it and see what happens.

4. Chapter 4: Is the cheapest channel really the best deal?

   What does each of my channels cost per real customer?

   The cheapest channel per click can be the most expensive per real customer.

5. Chapter 5: What good is being right if nobody agrees?

   How much budget do I plan to move, and on what evidence?

   A correct decision nobody agrees with never becomes action, so how you present it is part of the work.