Basetao's Precision Marketing Budget Allocation and Performance Evaluation Using Spreadsheets

In today's competitive e-commerce landscape, Chinese shopping proxy service Basetao leverages spreadsheet technology to optimize marketing budget distribution and measure campaign effectiveness with surgical precision.

Multi-Channel Budget Planning

Basetao's marketing team utilizes Google Sheets/Excel to create comprehensive budget frameworks:

  • Channel-Specific Allocations: Detailed breakdowns for social media ads (WeChat, Weibo), SEM (Baidu, Google), email campaigns, and offline promotions
  • Phase-Based Budgeting: Distinct columns for creative development, campaign execution, influencer collaborations, and post-campaign analysis
  • Historical Benchmarking: Integration of past performance data to inform current allocations

Dynamic Budget Monitoring

The platform employs automated spreadsheets with advanced capabilities:

Conditional Formatting: Color-coded alerts when expenses reach ➔ 80% 100% of allocated budgets

Data Validation: Dropdown menus for expense categories and payment status tracking

Post-Campaign Evaluation Framework

Metric Calculation Benchmark
Channel ROI (Sales - Costs)/Costs × 100% ≥ 120%
Customer Acquisition Cost Channel Costs/New Users ≤ ¥85
Engagement Value (Conversions × AOV)/Impressions ≥ 0.5%

Q3 Campaign Insights

Data revealed Weibo ads delivered 43% higher conversions than forecasted, while Baidu SEM underperformed by 18%. Subsequent reallocation improved overall ROI by 22%.

Data-Driven Optimization Cycle

  1. Document all campaign variables in standardized sheet templates
  2. Generate pivot tables comparing planned vs. actual outcomes
  3. Create visual dashboards showing KPI correlations
  4. Develop predictive models for future budget scenarios

This methodology has enabled Basetao to decrease customer acquisition costs by 35% year-over-year while maintaining campaign effectiveness.

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