Marketing & Sales Performance Analysis

Project Overview

A fast-scaling retail brand with both online and offline presence approached Antarita Digital Cloud with a core challenge: revenue was growing, but profitability was inconsistent. Marketing campaigns were running across paid media, email, SEO, and marketplace platforms — yet leadership lacked a clear view of campaign ROI, customer acquisition cost (CAC), and long-term customer value.

Their question was simple: Where is growth truly coming from — and is it sustainable?

Our objective was to conduct a comprehensive Marketing & Sales Performance Analysis, connecting funnel performance, campaign data, CRM insights, and revenue metrics into one clear decision-making framework.

Phase 1: Full-Funnel Performance Mapping

We began by mapping the entire marketing-to-sales funnel:

• Traffic source performance (paid, organic, referral, email) • Lead-to-customer conversion rates • Channel-wise revenue contribution • Cost per lead (CPL) and customer acquisition cost (CAC) • Sales cycle duration by campaign source

We consolidated data from CRM, advertising platforms, analytics tools, and sales systems into a unified dashboard.

Key findings:

• 38% of ad spend was allocated to low-LTV customer segments • Email campaigns drove 26% of revenue but received minimal budget allocation • Sales-qualified leads from organic search had 2.1x higher close rate than paid traffic • CAC had increased by 19% over six months without proportional LTV growth

The issue wasn't lack of demand. It was inefficient allocation and unclear attribution.

Phase 2: Campaign ROI & Profitability Analysis

We moved beyond surface-level metrics and focused on true profitability:

• Return on ad spend (ROAS) by channel • Customer lifetime value (LTV) segmented by acquisition source • Retention and repeat purchase behavior • Revenue per campaign cohort over 90 and 180 days • Margin contribution after marketing cost

We discovered that certain high-volume campaigns delivered immediate sales but attracted low-retention customers. Meanwhile, lower-cost inbound channels generated customers with 35% higher lifetime value.

This shifted the focus from short-term revenue to long-term customer profitability.

Phase 3: Strategic Recommendations & Optimization

Based on our analysis, we delivered a clear, prioritized growth roadmap:

• Reallocate 25% of paid budget toward high-LTV audience segments • Strengthen lifecycle marketing and retention automation • Refine lead scoring based on revenue contribution • Align sales incentives with high-value customer acquisition • Implement ongoing LTV-to-CAC ratio tracking

We also introduced a centralized executive dashboard showing: Funnel conversion rates, CAC vs LTV ratio, channel-wise ROI, retention trends, revenue growth by cohort.

Measurable Results (Within 4 Months)

• 21% reduction in overall CAC • 32% improvement in LTV-to-CAC ratio • 17% increase in sales conversion rate • 24% higher revenue contribution from repeat customers • Improved forecast accuracy for quarterly planning

Strategic Impact

The brand transitioned from campaign-level reporting to data-driven growth governance. Marketing and sales teams aligned around shared performance metrics instead of siloed KPIs.

Why Antarita Digital Cloud

At Antarita Digital Cloud, our Marketing & Sales Performance Analysis services go beyond dashboards. We connect funnel analytics, campaign ROI, customer acquisition cost (CAC), retention metrics, and lifetime value (LTV) into actionable strategy. If your growth looks strong but feels unpredictable, we help you turn performance data into confident, scalable decision-making.