Imagine You Were Edwards, How Would You Quantify and Explain the Returns of the Promotional – Digital Marketing Case Study, Singapore

Assignment Details:

Question 1: Imagine you were Edwards, how would you quantify and explain the returns of the promotional expenditure to your partners? Consider both financial (e.g. purchase volume, revenue, etc.) and non-financial (e.g. social media engagement, web traffic, etc.) data. You can find all the relevant data in the Excel file of the case.

Question 2: Imagine Edwards wanted to do a follow-up viral video promotion to be released January 1, 2017. He needed to show his partners the forecast of returns in order to convince them to approve the budget for the campaign. Based on the 15-month data in the “VideoViewsSalesMonthly” worksheet, how would you forecast all the numbers in Column Q after 15 months of the new video campaign (the same duration of the current video campaign)? Forecast by using three scenarios (worst case, most likely, best case). Describe and explain clearly your assumptions when doing the forecast. Squatty Potty was trying to target the “mom” market.

Question 3: What does Facebook Targeting information in the “FacebookTargeting2015” worksheet reveal about Squatty Potty’s market? Based on the data, recommend a targeting strategy to Squatty Potty and explain clearly your rationale.

Question 4: Squatty Potty has collected a lot of useful data, as shown in the Excel file, to help them assess if and how the views of the video convert to sales. Are there any limitations of the existing data? What additional measures would you suggest Squatty Potty capture through its next video promotion?

Question 5: Drawing on what you have learned from the data, what ideas do you have for Squatty Potty’s future promotional campaigns?