Allocation by Marginal Returns: Funding the Best Next Block in Every Step
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Lessons in this course
- Top-Down Budgets: % of Revenue, Last Year + x % and Benchmark Ranges Pro
- Objective-Based Budgets: From the Customer Target Back to Leads, Spend and CAC Pro
- Channel Response Curves: Diminishing Returns, Average vs Marginal CAC Pro
- Allocation by Marginal Returns: Funding the Best Next Block in Every Step Pro
- Working vs Non-Working Spend: Media, Production, Tools and Agency Fees Pro
- Monthly Phasing: Seasonality Weights, Launch Bursts and Cash Timing Pro
- Test & Contingency Reserve: Holding Money Back and Releasing It by Rule Pro
- Budget vs Actual Tracker: Variances, CAC Payback and a Chart for the Review Pro