SQL Developer
Active
Intermediate ~6h

Campaign ROI Analysis

Quantify last quarter's marketing return across channels.

Progress20% • due Tomorrow, 10:00 AM

The situation

Marketing spent $1.2M across paid social, search, and partnerships last quarter. The CMO wants a clear ROI picture by channel before next week's planning offsite.

Context

  • Attribution is last-touch in the current dashboard; multi-touch is being piloted.
  • Some partnership spend was booked in the prior quarter.
  • Refunds and chargebacks should be netted out of revenue.

Your objectives

  • Compute net revenue per channel for the quarter.
  • Compare last-touch vs. multi-touch attribution.
  • Flag channels with material spend but unclear ROI.

Phases

  1. Align on definitions

    Now

    Confirm spend windows and revenue treatment.

  2. Build channel revenue model

    Join spend, attribution, and refunds.

  3. Sensitivity analysis

    Compare attribution models.

  4. Recommendation deck

    Three slides for the offsite.

Tasks

  • Confirm spend window with Marketing Ops
    Today, 04:00 PM
  • Pull channel-level spend extract
    Tomorrow, 09:00 AM
  • Reconcile partnership invoice timing
    Tomorrow, 10:00 AM
  • Model net revenue by channel
    Tomorrow, 11:00 AM
  • Compare last-touch vs multi-touch
    Wed, 09:30 AM
  • Draft three-slide pre-read
    Wed, 02:00 PM

Inbox for this scenario

Open inbox
AM

Anika Mehta · Marketing Ops

Yesterday

Spend window question

Want to double-check: are we including the partnership invoice booked on 28 March?

FYI
PR

Priya Rao · CMO

08:40 AM

Offsite pre-read

Three slides max please — channel ROI, one bold reallocation, and the risks.

High
SI

Sara Iyer · Attribution Analytics

09:05 AM

Multi-touch model is ready

Pilot is finished — happy to share the comparison if you want both views in the deck.

FYI

Success criteria

  • Channel-level ROI table reviewed by Marketing Ops.
  • Attribution caveats clearly documented.
  • At least one actionable reallocation recommended.

Stakeholders

  • AM

    Anika Mehta

    Marketing Ops

    supportive
  • PR

    Priya Rao

    CMO

    neutral

Deliverables

  • Channel ROI table

    pending

    Net revenue, spend, ROI by channel.

  • Attribution caveats note

    pending

    Plain-English explanation of model limits.

  • Offsite recommendation slides

    pending

    Three-slide pre-read for planning.

Competencies assessed

  • Data ModelingWeight 30%
  • Business ReasoningWeight 30%
  • CommunicationWeight 40%

Tools

SQL WorkbenchData Explorer