Squatty Potty: Assessing Digital Marketing Campaign Data

a) Using the data included in the spreadsheet, rate the overall efficacy of the campaign by any criteria you deem relevant. Where possible, apply specific numbers to the criteria.

b) Given what you have learned from the data, what ideas do you have for Squatty Potty's future promotional campaigns?

c) Based on the excel market data, are there any groups either not targeted or under-represented in the targeting?

1 Social Media Metrics: October 2015 to December 2016 2 3 Facebook Views: 4 Facebook Shares: 5 Facebook Reactions: 6 Facebook Comments: 7 View to Share Ratio: 8 9 YouTube Views: 10 YouTube Shares: 11 YouTube Likes: 12 YouTube Comments: 13 View to Share Ratio: 125,475,750 1,680,020 2,976,198 1,832,689 74.7 31,443,004 719,321 83,519 6,205 43.7 1 SQUATTY POTTY FINANCIALS 2016 2 3 Revenue 42016ViralVideoSales10 B 5 Other Sales 6 Total Sales 7 8 9 Expenses 102016 Viral Video Promotion Expense 11 Cost of Sales (Manufacturing/Shipping/Incentives) 12 Additional Sales, General, Administrative (SGA) \begin{tabular}{ll} $ & 12,944,694.40 \\ $ & 15,155,412.20 \\ \hline$ & 28,100,106.60 \end{tabular} 13 Total Expense 14 15 EBIDTA $(1,985,604.33) $(9,800,000.00) $(11,485,604.33) 16 17 $4,828,897.94