This assignment will focus on whether you can take what you have learned and validate critical information that may be used to determine the optimal investment breakdown for an online business. You will be taking the role of digital marketing director for RogueFitness.com, which sells a large variety of workout equipment, focusing on CrossFit equipment sold to individuals and CrossFit gyms. Review the resources below and follow the directions.

Review https:$//$www$.$roguefitness.com$/$

Read How is Rogue Fitness Combine between Digital and Traditional Marketing Strategies

Review Roguefitness.com Competitive Analysis, Marketing Mix, and Traffic

Your job is to determine how the budget should be increased or decreased in different channels to maximize overall profit. You are not permitted to increase the total digital marketing budget, so any increases in one channel must come from decreases in another channel. First, review last month's data from each of Rogue's significant channels. A detailed explanation of each channel is provided below:

SEO.

The $$10,000-$per$-$month investment in SEO could be used to hire a marketing agency or to pay a single in$-$house SEO employee. The breakdown between demand generation and demand harvesting reflects a targeting of purchase$-$ready keywords $($e$.$g$.,$ "wrist wraps" and "rogue barbell"$)$ and research keywords $($e$.$g$.,$ "best weightlifting belt" and "garage gym setup"$).$

Paid Search.

All of Rogue's $$75,000-$per$-$month investment in paid search is categorized as demand harvesting. While it is true that much of this budget may be spent on past customers, paid search ads are not typically targeted differently to past and potential customers.

Email.

Rogue has two methods of collecting email addresses. Most commonly, email addresses are collected during the checkout process. As a result, these emails belong to past customers, so these efforts are considered loyalty building. The second email collection method comes from the website without a purchase, and these emails belong to people who have not yet purchased from Rogue. Therefore, these emails are considered demand harvesting.

Social Media Ads.

Rogue's social media advertising campaigns can be categorized into all three marketing activities. Demand generation campaigns are targeted toward social media users who have not yet purchased from Rogue and are higher up in the purchase funnel. These ads tend to be more experimental and thus receive only a tiny budget. The demand harvesting campaigns from Rogue also go to users who have no purchase history with Rogue but who are likely to be further down the purchase funnel $($e$.$g$.,$ look$-$alike audience campaigns and retargeting campaigns$).$ Finally, Rogue targets campaigns toward past customers, and these fall into the loyalty$-$building category. While the daily budget for these loyalty$-$building campaigns is the highest, the actual spending is lower than the demand harvesting campaigns because the population size and social media usage are not high enough among past Rogue purchasers to use the entire budget.

Social Media Posting.

Not all of Rogue's social media followers are past purchasers. But there is no reliable way to divide potential and past customers and show different posts to them, so Rogue creates only one unified social media content stream.

Display Advertising.

Rogue evenly divides its budget across generation, harvesting, and loyalty building.

Sponsored Ads.

Rogue only offers a limited portfolio of products on Amazon, and it invests some budget into running sponsored ads for these products on relevant product searches. These ads are considered demand harvesting.

Direct.

There is no data to examine for direct traffic because there is no direct investment in advertising to generate this traffic. However, the breakdown of demand harvesting and loyalty$-$building comes from the fact that anyone who purchases on the site either must log in to an account $($loyalty$-$building$)$ or create an account $($demand harvesting$).$

See the excel attached

Update the second table, rows $1439.$

Update the Attributed Revenue column to provide your projections for how revenue will increase$/$decrease with your new budget allocations.

Justify each choice you make, including an option to maintain a budget level at the current amount. Provide this justification in Column E next to the Attributed Revenue for that Channel and Marketing Effort..