Model break-even ROAS using variable cost and gross margin
Define the evidence, the metric, the owner and the next decision. Capture a baseline and measure the change after implementation.
MAVERICK RESOURCE SYSTEM 04 / 09
Paid Media Economics Workbook
Analyze spend using CAC, margin, ROAS and cash payback rather than vanity metrics.
Free field guide and business operating workbook
A usable checklist with implementation steps, decision questions and quality standards, plus a multi-sheet Excel operating system.
The four-step implementation process
Compare platform ROAS with CRM-verified revenue
Define the evidence, the metric, the owner and the next decision. Capture a baseline and measure the change after implementation.
Calculate customer acquisition and first-order contribution
Define the evidence, the metric, the owner and the next decision. Capture a baseline and measure the change after implementation.
Model how conversion rate and spend change profitability
Define the evidence, the metric, the owner and the next decision. Capture a baseline and measure the change after implementation.
What you build
- ROAS model
- Channel economics sheet
- CAC sensitivity planner
- Budget decision rules
Questions to answer first
Does attributed revenue equal paid revenue?
Capture your answer, document the current source of evidence and list the information needed to validate it. Enter the action into your operating system.
What is the allowable CAC after variable costs?
Capture your answer, document the current source of evidence and list the information needed to validate it. Enter the action into your operating system.
How do discounts and refunds affect break-even?
Capture your answer, document the current source of evidence and list the information needed to validate it. Enter the action into your operating system.
Which campaigns generate profitable customers?
Capture your answer, document the current source of evidence and list the information needed to validate it. Enter the action into your operating system.
This is a free educational resource. Financial estimates are only as reliable as the data and assumptions supplied. The paid, bespoke version involves a separate scoped engagement with Maverick Inc.
Need this implemented across your business?
Tell Ian about your business. If aligned, he will arrange a short fit call before a detailed strategy session.