It is January, $2021,$ and you have been recently hired by Wahoo as a consultant to evaluate their digital marketing strategy. During your initial meeting January $5$th$,$ you wrote down $5$ major observations that you wanted to look into deeper. For each observation, please indicate which direction you will take and why, paying close attention to items you learned while listening to a guest speaker in your Digital Marketing class. Your notes are listed below, followed by italicized questions to be answered $($by you$).$ You will not receive credit if you do not explain why.

Wahoo CEO is interested in studying the impact that hurricanes have on their online web traffic. The CEO recommended running an A$/$B test on traffic levels during a hurricane in the next month to determine whether or not they need to make a custom online interface to improve traffic during hurricane season. Do you recommend following the CEO$$s recommendation? Please explain why or why not.

The Director of Marketing gave you a study run for $24$ hours on Black Friday with a sample size of $10,000$ unique visitors to the website. Based on this study, he recommends changing the homepage for the rest of the year to focus on products that are on sale as opposed to focusing on the new innovative products Wahoo sells. Do you agree with his conclusion? Please explain why or why not.

Wahoo Inc. is currently running an ad campaign on social media to introduce a new product using a last interaction attribution model. The Wahoo Inc. social media intern recommends switching to use a first interaction attribution model. Do you recommend following the Intern$$s recommendation? Please explain why or why not.

The in$-$house statistician mentioned that when it is sunny outside, online sales decrease. He recommends running an advertisement on a movie streaming service $($such as Hulu$)$ during sunny weather to increase traffic to the website during these low traffic times. Do you recommend following the statistician$$s recommendation? Please explain why or why not.

The Wahoo Inc. CMO has agreed to increase the advertising budget by $10\%$ the following quarter. Currently, their advertising budget is $$1,200,000.$ She is looking for your guidance as to which advertising campaign to focus on$.$ Based on the data chart below, which advertising platform would you recommend? Please explain why or why not.

Estimated Clicks Lost

Conversion Rate

Average Order Value $($Revenue$)$

Average CPC $($Cost Per Click$)$

Campaign $1$

$120,000$

$1\mathrm{.}20\%$

$$600$

$$3\mathrm{.}50$

Campaign $2$

$100,000$

$0\mathrm{.}50\%$

$$800$

$$4\mathrm{.}25$

Hint: You will need to calculate: Conversions Lost, Revenue Lost, Estimated Cost, and Return on Ad Spend $($ROAS$).$

ROAS$=$Revenue Lost$/$Estimated Cost

BONUS: Is their estimated increase in advertising budget at an optimal level $($i$.$e$.$ should it be increased or decreased$)?$ Please explain why or why not.

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