Market intelligence tools promise to say where the customers come from and what each channel costs to win one, which for a small business is a division: spend by channel over customers by channel. The tools differ in where they get the two numbers; the arithmetic does not. The channel mix sheet on this site works it for four channels from the business's own spend and its own attribution, and a tool that reports impressions and sessions instead has reported the channels' vanity figures.
Intelligence is the cost of a customer by channel
Software that keeps spend and customers by channel and works the cost of a customer for each; the free channel mix sheet does the arithmetic and the paid plan keeps the channel against the contact. This page supports the guide on what a marketing intelligence platform must show a small business, and the figure it turns on is the one the channel mix sheet returns first. Bring your own counts: the rates on this site are never a benchmark, and the worked example's figures are arithmetic to replace with the business's own.
What the channel mix sheet works
Each channel's spend over the customers it won is its cost per customer; total spend over total customers is the blend; email's spend and customers over the totals are its shares of each. On the worked example, $100 of email for 12 customers is $8.33 against $40 for search and $34.09 blended, with email at 7% of the spend and 27% of the customers. For market intelligence tools, that is the figure to start from, and it takes a minute from the business's own numbers with no account.
Keeping the record
For market intelligence tools, the sheets are the arithmetic and the record is the memory: contacts with their consent, lists and segments, campaigns with their results and journey steps with their timing, kept against each other and exportable at any time. Funnelvo Pro is that record at $24 a month, flat, for the whole business; this site is not an agency, sells no lists and sends nothing on anyone's behalf.
Questions people ask about market intelligence tools
What is market intelligence tools?
Software that keeps spend and customers by channel and works the cost of a customer for each; the free channel mix sheet does the arithmetic and the paid plan keeps the channel against the contact.
Which free sheet works the figure behind market intelligence tools?
The channel mix sheet: $100 of email for 12 customers is $8.33 against $40 for search and $34.09 blended, with email at 7% of the spend and 27% of the customers. Every input is yours and it computes on the page with no account.
Do the sheets need an account?
No. Every sheet computes on the page with no account and no trial clock; an account is only for keeping what was worked out, which is the paid plan's job.