Module $1$: Marketing ROI

The associated data set is a sample of traffic to an e$-$commerce retail website over the last $7$ days. The company is a natural dog food producer that has been aggressively using digital marketing including using Facebook and Google Ads to improve their business performance over the previous quarter.

Here is additional important information:

$1.$ The average cost per click for the following ad types:

$$ Facebook: $$0\mathrm{.}62/$click

$$ Google with a General Keyword$($e$.$g$.,$ pet food$)$: $$1\mathrm{.}79/$click

$$ Google with a Specific Keyword$($e$.$g$.,$ natural dog food$)$: $$0\mathrm{.}87/$click

$2.$ The average contribution margin on purchases is $35\%.$

$3.$ In the data there are $5$ types of sessions:

a$.$ Google, no keyword: lead came from Google organic search. While the cost per click for this is free, know that the company spends $$200/$week on an agency that helps them with SEO.

b$.$ Google, general keyword: lead came from Google PPC ad using a general keyword.

c$.$ Google, specific keyword: lead came from Google PPC ad using a specific keyword.

d$.$ Facebook, no keyword: lead came from users who were on the company$$s Facebook page then migrated to their website.

e$.$ Facebook, specific keyword: lea came from Facebook advertising.

Assignment: $($please do not address these directly, rather do this in a short slide deck$)$

$1.$ Calculate the Aggregate ROI for each of the $5$ types of sessions. Assume customers only make one purchase.

$2.$ Recalculate ROI under the assumption that $60\%$ of these customers only make this purchase, $30\%$ make $2$ purchases and $10\%$ make $3$ purchases.

$3.$ Create a compelling visualization of these results that will help your audience quickly understand what you$$ve learned from the analysis.

$4.$ Create a $3-5$ slide deck that brings the insights you learned from the data to life.

$5.$ As a part of the slide deck, present a set of recommendations for the digital marketing program.