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Marketing return

Forty markets, six channels, three devices. Which one missed forecast, and why?

Bicycle compares marketing performance with forecast for every market, channel and device, and shows which combinations moved and how much each contributed.

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Before

A weekly marketing review means pulling every market and channel by hand to find the few that moved. By the time it is done, the week is over.

With Bicycle

Each week starts with the combinations that moved, problems and opportunities, with their contribution and a recommendation for the owner.

What happens when a KPI moves.

  1. 01

    Detect

    Performance in one market, channel or device moves away from forecast.

  2. 02

    Explain

    The combinations that moved are named, with how much each contributed.

  3. 03

    Act

    Bicycle recommends a specific step to the channel owner, such as moving budget.

  4. 04

    Learn

    Recommendations that were acted on feed back, and what worked is repeated in other regions.

80–90%

less analyst time on the weekly marketing review

Seen at: a global travel marketplace.

Everyone can ask. Data & Analytics controls what gets trusted, published, and acted on.

Runs on
  • Search, paid and email data
  • CRM
  • Partner data
Used by
  • Marketing leadership
  • Search marketing
  • Regional marketing

Common questions

How do you find which channel and market combination caused a forecast miss?
When a primary metric such as shoppers, revenue, profit or conversion rate misses forecast, Bicycle breaks the gap down across every combination of business unit, channel, geography, device, content type, entry page and partner. Bicycle quantifies how much of the gap each combination explains, and where similar cases came before, recommends an action.
What data does forecast-versus-actual marketing analysis run on?
Bicycle reads the marketing performance fact tables from your data warehouse at daily granularity and compares daily performance with the baseline from your planning tool. The marketing model, from channel and business unit to device and entry page, comes already in place, so forecast-versus-actual comparison is built in rather than assembled by an analyst each week.
How do marketing leaders and channel owners work from the same numbers?
Bicycle sends marketing leadership automated weekly data stories to review as a group. Program owners, such as your search, paid search and regional leads, drill into their own segments through the same data model and consistent definitions, so each owner acts on insights that match what leadership reviewed.

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See it on your own KPI.

Bring one revenue-critical KPI. We'll show how Bicycle detects the movement, explains the cause, and recommends the next step.

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