ABCDEFGHIJKLMNOPQRSTUVWXYZAAAB
1
2
A. Find out the answers
3
You just joined the e-commerce marketplace. Your manager asks you to start your first day by reviewing September's performance report & evaluate as per relevant metrics for all channels.

Here are the things you need to complete first to support your proposal:
- Based on the campaign performance data provided below, please calculate CPM, CPO, CTR & CVR.
- Find and calculate another key metric (based on what you've learned so far) that you can use to rank and select the best performing channel.
- Rank the best performing channel from 1 to 5 based on the key metric you've learnt.
4
Enter the name of your key metric in this column
5
September Overall Media Result
↓
6
ChannelsMarketing SpendRevenueImpressionClickTrafficOrderCPMCPCCPOCTRCR / CVRAOVROASRANKReason why you chose that key metrics
7
FB Ads$195,200$881,280292,800,0004,392,0003,074,400153,720$0.67$0.04$1.271.50%5.00%$5.734.513ROAS (Higher is better) merupakan salah satu yang paling utama atau bisa disebut ranking 2 dalam Business Metrics (based on Metrics Importance Scale) dan dengan begitu perusahaan/manajer tahu kampanye atau channel mana yang paling efektif untuk ditingkatkan di bulan berikutnya.
8
Google Search Ads$69,600$452,88034,800,0001,740,0001,218,000121,800$2.00$0.04$0.575.00%10.00%$3.726.512
9
Google Display Ads$176,000$179,520528,000,0005,280,0003,696,000258,720$0.33$0.03$0.681.00%7.00%$0.691.024
10
Tiktok Ads$44,000$499,80066,000,0001,320,000660,00019,800$0.67$0.03$2.222.00%3.00%$25.2411.361
11
Total$484,800$2,013,480921,600,00012,732,0008,648,400554,040$0.53$0.04$0.881.38%6.41%$3.634.15
12
13
B. Fill out the report
14
After joining a company - there are some tasks for you to measure performance & giving recommendations. Things you should do, are:
-Create April's marketing report (Ramadan Campaign) by filling all the blank items with colors (non white)
-Analyze and recommend at least one point for the improvement
15
Contribution Margin5%
16
Average Lifespan/month26
17
April 2022 marketing report - Ramadan Report
18
ChannelMarketing spend% of marketing spendCustomers AcquiredCACOrdersAvg Orders per CustomerCPOROASRevenueAvg Order ValueCLTVCLTV/CACRecommendation
19
Facebook Ads (FB + IG)$100,75038%1,500$67.172,0161.34$503.73$376,240$187$326.075(Point 1) Mengalokasikan lebih banyak anggaran di channel FB Ads karena (lower CAC & higher CLTV) dengan mengalokasikan anggaran max di 50% atau secara bertahap di 10-12% (Point 2) Meningkatkan AOV per product dengan membuat bundling package. (Point 3) Meningkatkan Purchase Frequency dengan melakukan retargeting ads (upsell/cross sell), membuat loyalty program, membuat special offer dengan promo code. (Point 4) Meningkatkan Contribution Margin dengan cara menemukan supplier bahan baku yang lebih murah.
20
Paid Search (Google Ads)$73,50028%800$91.889751.22$752.60$191,230$196$310.753
21
Paid Display (Google Ads)$53,62120%350$153.203701.06$1451.04$55,594$150$206.491
22
Other Online Ads$36,97014%290$127.483501.21$1060.71$26,272$75$117.771
23
Total Paid$264,841100.00%2,940$90.083,7111.3$712.45$649,336$175$287.123
24
Social Media Organic1001731.73$26,230$152$340.99
25
SEO4007501.88$113,030$151$367.35
26
Direct90016381.82$296,302$181$427.99
27
Referrals1001431.43$14,013$98$182.17
28
Total Organic1,50027041.80$449,575$166$389.63
29
Total$264,8414,440$606,4151.44$41$1,098,911$171$321.755
30
↑↑
31
Blended CACAverage CPO
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100