When in Doubt... Get the Calculator Out

Posted by Roberto Dal Corso

In marketing, creativity might be the hook that grabs attention, the spark that ignites interest, and the element that makes campaigns memorable. It’s the exciting part that gets people talking. But when it comes to measuring success, driving real results, and ensuring return on investment, it all boils down to one thing: the numbers. At its core, marketing isn’t just about clever ideas or flashy visuals; it’s about understanding, analysing, and optimising the data behind those ideas.

The truth is, marketing is a science rooted in maths. Every click, every impression, every conversion is part of an equation that tells a story about what’s working—and what isn’t. And in our experience, the difference between a good campaign and a great one often lies in the ability to dig into those numbers, connect the dots, and make smarter decisions. Because in the end, data doesn’t lie, and it’s the key to turning creativity into tangible, measurable results.

Marketing Maths in Action: A Real Story from Our Business

Let me take you behind the scenes of how we applied this principle to one of our own campaigns. We were running a series of Facebook Ads, spending €116/day, directing people to register for a live webinar. Over seven days, we spent €812 and were excited to see 122 registrations roll in.

Here’s where it gets interesting. On the day of the webinar, only 24 people showed up—less than 20% of those who registered. Worse, just 5 of them ended up purchasing our €115/month service.

At first glance, we were ready to label the campaign a disappointment. €812 spent, only €575 back in revenue? It didn’t look good. But instead of giving up, we did what we always do: we got the calculator out.

What the Numbers Revealed

When we started crunching the data, a different picture emerged:

• Sales Conversion Rate: Of the 24 attendees, 5 became customers—a strong 20% conversion rate. The pitch was solid, and the product resonated.

• Lifetime Value (LTV): Our service comes with a minimum 3-month commitment, meaning those 5 customers represented €1,725 in revenue.

Suddenly, our €812 ad spend didn’t look like a loss—it looked like an investment that had more than doubled our return in just three months.

What We Learned

This experience reinforced a few key lessons that we now apply to every campaign—and share with our clients:

1. Numbers Don’t Lie

It’s easy to feel frustrated when surface-level results don’t meet expectations. But often, the bigger picture reveals hidden wins. If we hadn’t taken the time to dig deeper, we might have abandoned a strategy that was actually profitable.

2. Data Drives Decisions

By analysing where people dropped off—only 24 attendees from 122 registrants—we realised there was room to improve. We now send automated reminders, follow-up emails, and even a “what to expect” video before webinars to increase attendance rates.

3. Lifetime Value Matters

Immediate revenue is important, but the real power comes from understanding customer lifetime value. That €115/month service didn’t just make back our ad spend—it paved the way for future renewals and upsells.

How You Can Use This Approach

Whenever we work with a client, we start by breaking down the numbers. It’s not about flashy presentations or guesswork—it’s about uncovering what’s working and optimising what’s not. Here’s what you can do:

1. Track Everything: From ad clicks to final sales, every number tells a story.

2. Calculate Lifetime Value: Don’t just focus on today’s revenue—factor in the long-term impact.

3. Experiment and Optimise: Marketing is rarely perfect on the first try. Use the data to refine your approach.

Why This Matters

In our business, this mindset has helped us—and our clients—turn underwhelming campaigns into success stories. It’s not about being a maths whiz; it’s about being curious enough to dig deeper and find the insights hiding in plain sight.

So the next time you’re running a campaign and the results aren’t what you hoped for, remember: when in doubt... get the calculator out. You might just find you’re sitting on a goldmine.