December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 30 Cost Per Lead
Measurement Need
Marketers need to measure the cost of acquiring customer leads as it helps determine if their customers are profitable.
Solutioni
Cost per lead (CPL) measures the cost paid to acquire each lead. A lead can be anything from an e-mail address to a complete customer profile, including name, company, job title, and all corresponding contact information. The CPL will increase as more detailed information is sought. Determining CPL requires knowing the costs underlying the total advertising costs (TAC), represented by the following:
Where
CPL = cost per lead
TAC = total advertising costs
TLG = total leads generated
TAC is comprised of direct advertising costs (DAC) and indirect advertising ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.