Basetao, a leading international purchasing agent platform, has developed a data-driven approach to marketing through spreadsheet optimization. By structuring budget allocations across key channels - including social media advertising (30%), search engine marketing (25%), email campaigns (20%), and offline activations (15%) - the finance and marketing teams maintain granular control over $500K+ quarterly marketing spend.
| Channel | Allocation % | Tactical Focus |
|---|---|---|
| Social Ads | 30% | WeChat/Instagram influencer collaborations |
| Search Ads | 25% | Branded keyword campaigns in 8 languages |
| 20% | Personalized seasonal promotions | |
| Offline | 15% | Pop-up stores in partner logistics centers |
| Contingency | 10% | Performance-based reallocation |
The operations team utilizes Google Sheets' advanced features including:
This system identified a 22% CTR improvement opportunity by shifting $18K from underperforming Facebook ads to TikTok tests during Q2 2023.
Post-campaign analysis compares spend against 14 KPIs using standardized sheet templates:
Cost-per-registration decreased 19% YoY to $8.27 through refined targeting
Email remarketing generated 38% of repeat purchases despite 12% budget share
The standardized reporting format enables quarter-over-quarter performance benchmarking, revealing that influencer partnerships deliver 3.2x better lifetime value than display ads.