I am trying to understand how to analyze and measure marketing programs performance. To give an example -
If X and Y are 2 different marketing programs being run by various channels, X has a target of $100, achieved was $120 and final compensation was $50 to channels. Y has a target of $150, achieved was $250 and final compensation was $30 to channels.
My objective is to understand which of X and Y have performed better, should any programs be scrapped, should there be increase/decrease in final compensation/# of channels and what is ROI on investment made on programs.
Looking for - What are the possible approaches/solution to tackle objectives, any case studies and material that can be shared.