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Excel Digital Marketing
Budget Planning & Forecasting
Learning Outcome
6
Apply scenario analysis for decision-making
5
Learn forecasting techniques for future planning
4
Understand variance analysis for budget control
3
Analyse campaign performance using spend vs revenue
2
Learn how to allocate budget across channels
1
Understand budget planning in digital marketing
Topic Name-Recall(Slide3)
Spending Smart, Not Just Spending More
From Story to Strategy: Why Budget Planning Matters
What is Budget Planning?
Budget planning is the process of deciding how much money to spend on each marketing channel
B2B targeting
Visual engagement
Broad audience reach
It ensures efficient use of resources before launching campaigns
Budget Planning Process
Compare Spend vs Revenue
02
Evaluate performance of each channel
Group by Channel
01
Organise campaigns by platform
Channel Performance Analysis
Example Insights
1
High ROI
(best performing)
Moderate performance
3
2
Negative ROI
(loss-making)
Budget should be shifted towards high-performing channels
Why Budget Planning Matters
Benefits :
Efficient allocation of budget
Avoid waste on poor-performing campaigns
Better decision-making based on data
Why Budget Planning Matters ?
Example :
More budget
→ High ROI channel
Less budget
→ Low ROI channel
Maximises return on marketing investment
Variance Analysis
Comparison between planned budget vs actual spend
Example :
Planned: 2000
Actual: 2300
Variance: Overspend
Importance :
-
Identifies budget deviations
- Helps improve future planning
Understanding Forecasting
Forecasting predicts future performance based on past data
Key Elements :
Identify trends
Set future targets
Analyse historical data
Types Of Forecasting Methods
Seasonal Forecast
Considers trends like festivals or seasonal spikes
Example :
2
Growth trend continues month-to-month
Linear Forecast
Assumes steady growth
1
Scenario Analysis Tools
Scenario Manager
Compares best, worst, and expected cases
Track Conversions
Monitor form fills, purchases, and other valuable actions
Goal Seek
Finds required budget for a target outcome
Benefits of Budget Planning & Forecasting
Improved ROI
Reduced risk
Data-driven strategy
Better financial planning
Summary
5
Scenario analysis supports decision-making
4
Forecasting predicts future outcomes
3
Variance analysis improves control
2
Performance analysis helps optimise spending
1
Budget planning ensures efficient allocation
Quiz
Forecasting is used to:
A. Analyse past only
B. Predict future performance
C. Delete data
D. Create ads
Quiz
Forecasting is used to:
A. Analyse past only
B. Predict future performance
C. Delete data
D. Create ads
Excel Digital Marketing : Budget Planning & Forecasting
By Content ITV
