Learning Paths

Forecast results and ROI for digital marketing activities

Learn how to create a realistic forecast for your digital marketing activities

Module purpose

Forecasting the response you will get from an investment in marketing should be an essential part of planning different communication activities.

The ultimate aim of creating a forecast is to predict a monetary return on investment (ROI) on marketing activities to determine whether the activity is worthwhile and to control media costs.

In this module, we explain how our digital marketing planning spreadsheet template can be used to create forecasts.

How is the Learning Path structured?

  • Objectives
  • What is forecasting?
  • Why is forecasting important?
  • How is Return on Investment calculated?
  • Example
  • Allowable cost per acquisition and allowable cost per click
  • Pay-per-click ROI spreadsheet example
  • Complex example on forecasting return on investment
  • How to use the Smart Insights digital marketing planning sheet for forecasting
  • Summary

Learning Objectives

  • Apply the marketing outcomes and value generated from creating a new website or feature
  • Apply the awareness, response and value generated from a marketing campaign
  • Apply the business benefits of implementing a digital strategy or transformation plan

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This module is in the Campaign Planning Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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