Digital marketing modelling spreadsheets

I originally developed Excel spreadsheets to support training and consulting clients create forecasts to make the case for more investment in digital marketing. They were also developed to support students using my Digital Marketing Books and Digital marketing training courses and qualifications, such as those from the Chartered Institute of Marketing and Institute of Data and Marketing. 

These Excel online marketing spreadsheets are now available via Smart Insights:

1. Digital marketing planning and budgeting models spreadsheet

Enables marketers to model an annual or campaign online marketing budget based on % spend on different digital media channels including online advertising, paid search, natural search, affiliates, sponsorship and email lists plus internal inventory. Contains different formats of worksheets for site conversion, media mix and e-mail marketing modelling. Conversion rates can be set for each digital media channel to calculate overall sales levels (although value not included).

2. Online revenue models spreadsheet

This spreadsheet is for media site owners to estimate ad or affiliate marketing revenue from a site or section of site. It allows parameters such as % inventory, number of ad units, CPM and CPC to be set. Total revenue for each ad unit or container and corresponding Earnings per 100 clicks (EPC) or Earnings per thousand page views (eCPM) are calculated automatically.

3. Web Site Metrics spreadsheet

This Excel spreadsheet, a simplified version of spreadsheets developed for my clients, is designed specifically for marketing managers and e-commerce managers to help them track changes in the marketing effectiveness of their web properties through time. It is ideal for reporting performance to a senior management team through succinct tables and graphics.

It is designed as a simple tool to be used in conjunction with your existing web audience analysis software such as WebTrends.

Its main benefits are:

• Focus – it is a succinct report focusing on the key primary audience measures

• Time series reporting using graphs

• Automatic calculation of key performance ratios for engagement and conversion

4. E-mail marketing spreadsheet

This spreadsheet, which accompanies Dave Chaffey’s book ‘Total E-mail Marketing‘, contains separate worksheets containing:

• A simple conversion-based web marketing model for e-marketing objective setting

• A simple e-mail campaign performance comparison

• Detailed campaign diagnostics for improving campaign performance

• E-newsletter tracking

• An e-mail campaign calculator for evaluating Return on Investment


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.