Source: https://alexisoubran.com/marketing-measurement/

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Mexico + Latin America

# Marketing measurement for commercial decisions

Connect advertising reports with orders, CRM outcomes and contribution margin to decide where marketing capital should go.

## What should marketing measurement answer?

Marketing measurement should identify which spending produces qualified demand, what customers cost to acquire and when acquisition spend is recovered. Platform reports provide part of that evidence; orders, CRM outcomes and collections establish the commercial result.

Alexis Soubran helps teams define metrics, audit tracking and build a review process that connects marketing with sales and finance.

## Agree on the definitions

- Blended CAC: acquisition spend divided by new customers, with the spend scope stated explicitly.

- Payback Period: time required for contribution profit from acquired customers to recover acquisition cost.

- Win Rate: won opportunities divided by eligible opportunities in a defined cohort.

- Contribution margin: revenue after the variable costs included in the business’s agreed definition.

Record cohort dates, returns, cancellations and the difference between booked revenue and collected cash. State whether agency fees, production and sales costs are included in each metric.

## Reconcile the data

- Map conversion events to order or CRM identifiers.

- Check duplicates, missing events, consent handling and attribution windows.

- Reconcile ad spend with invoices and orders with finance records.

- Compare platform-attributed results with total sales and qualified pipeline.

- Document remaining gaps before approving a budget increase.

## Evaluate incremental impact

Attribution assigns credit among observed touchpoints. Incrementality asks how many outcomes would have occurred without the activity. When the decision justifies it, design a holdout or geographic experiment with comparable groups, a defined outcome and an agreed duration.

Report uncertainty, sample size and sales-cycle lag. Changes in tracking, pricing, inventory or the market can affect the result and should be recorded.

## Use the review to make decisions

Each review should identify the variance from target, the likely cause, the action, its owner and the next evaluation date. Scaling needs acceptable marginal acquisition cost, contribution margin and payback within available cash constraints.

See the [measurement project](https://alexisoubran.com/work/measurement-operating-system/), [attribution article](https://alexisoubran.com/insights/attribution-vs-money-in-the-bank/) and [performance marketing approach](https://alexisoubran.com/performance-marketing-mexico/).

## Frequently asked questions

### Is platform ROAS enough to decide whether to scale?

Platform ROAS can help compare campaigns within a defined attribution model. Budget decisions also need new-customer acquisition cost, contribution margin, refunds, total sales, collections and an understanding of incremental impact.

### How does attribution differ from incrementality?

Attribution assigns credit to observed marketing touchpoints. Incrementality estimates the outcomes caused by the activity compared with what would have occurred without it.

## Discuss your marketing priorities

Share the market, commercial target and measurement gaps you need to address.

[Book a strategy call](https://calendly.com/alexis-soubran/contact)