-A.

Find
Find outcalculate
and the answers
another key metric (based on what you've learned so far) that you can use to rank and select the best perfo
- Rank the best performing channel from 1 to 5 based on the key metric you've learnt.

September Overall Media Result

Marketing
Channels Spend Revenue Impression Click Traffic Order
FB Ads Search
Google $195,200 $881,280 292,800,000 4,392,000 3,074,400 153,720
Ads
Google $69,600 $452,880 34,800,000 1,740,000 1,218,000 121,800
Display Ads $176,000 $179,520 528,000,000 5,280,000 3,696,000 258,720
Tiktok Ads $44,000 $499,800 66,000,000 1,320,000 660,000 19,800
Total $484,800 $2,013,480 921,600,000 12,732,000 8,648,400 554,040

B. Fill out
-Create the report
April's marketing report (Ramadan Campaign) by filling all the blank items with colors (non white)
-Analyze and
Contribution recommend at least one point for the improvement
Margin
Lifespan/mont 5%
h 26
April 2022 marketing report - Ramadan
Marketing Report Customers
marketing Avg Orders
Channel
Facebook Ads spend spend Acquired CAC Orders per Customer
(FB Search
Paid + IG) $100,750 38% 1,500 $67.17 2,016 1.3
(Google Ads)
Paid Display $73,500 28% 800 $91.88 975 1.2
(Google Ads)
Other Online $53,621 20% 350 $153.20 370 1.1
Ads $36,970 14% 290 $127.48 350 1.2
Total Media
Social Paid $264,841 100.00% 2,940 $90.08 3,711 1.3
Organic 100 173 1.7
SEO 400 750 1.9
Direct 900 1638 1.8
Referrals 100 143 1.4
Total Organic 1,500 2704 1.8
Total $264,841 100% 4,440 $60 6,415 1.4
↑
Blended CAC

60
ank and select the best performing channel.

Enter the name of your key metric in this column

↓
CPM CPC CPO CTR CR / CVR ROAS RANK
$0.67 $0.04 $1.27 1.50% 5.00% 4.51 3
$2.00 $0.04 $0.57 5.00% 10.00% 6.51 2
$0.33 $0.03 $0.68 1.00% 7.00% 1.02 4
$0.67 $0.03 $2.22 2.00% 3.00% 11.36 1
$0.53 $0.04 $0.88 1.38% 6.41%

on white)

Avg Order
CPO ROAS Revenue Value CLTV CLTV/CAC Recommendatio
$50 3.73 $376,240 $187 $326.07 4.9 spend, a larger budget will b
ads Channels, where Facebo
$75 2.60 $191,230 $196 $310.75 3.4
customers acquired, the low
$145 1.04 $55,594 $150 $206.49 1.3 among other paid channels,
$106 0.71 $26,272 $75 $117.77 0.9 largest revenue and the high
$71 2.45 $649,336 $175 $287.12 3.2 Channels, more budget will b
as well, where paid search a
$26,230 $152 $340.99 than the other 2 channels an
$113,030 $151 $367.35 The rest of the budget can b
$296,302 $181 $427.99 channels that provide the hig
$14,013 $98 Paid channels. So that the b
$182.17
used for paid channels is be
$449,575 $166 $389.63 development such as emplo
$41 $1,098,911 $171 $321.75 5.39 (copywriting, etc).
↑
Average CPO
in this column

Reason why you chose that key metrics

By showing ROAS metrics shows that tiktok ads have the highest ROAS number of 11.6. a value greater than 1
means that the business is doing well. Any business that has a ROAS > 1means that they can cover their
marketing costs with revenue. ROAS of 11.6 shows that using tiktok as a marketing channel has 11.6 times more
revenue than advertising costs. Tiktok is the most effective marketing channel, but keep in mind that the maximum
budget allocation is 50% in a channel. So that by allocating more budget on Tiktok it will increase the company's
revenue. For google display ads channels it has the smallest ROAS value so we don't need to allocate the budget
to google display ads anymore, allocate the budget to tiktok instead.

Recommendation
end, a larger budget will be allocated to the Facebook
s Channels, where Facebook ads have the most
stomers acquired, the lowest CAC, the lowest CPO
ong other paid channels, the highest ROAS, the
gest revenue and the highest CLTV. For other Paid
annels, more budget will be allocated to paid search
well, where paid search also contributes a lower CAC
an the other 2 channels and the total ROAS is 2.60.
e rest of the budget can be allocated to organic
annels that provide the highest CLTV compared to
id channels. So that the budget that was previously
ed for paid channels is better allocated to organic
velopment such as employee development
opywriting, etc).
 a value greater than 1
y can cover their
nel has 11.6 times more
n mind that the maximum
ncrease the company's
ed to allocate the budget
ADVANCE A
Contribution
Margin
Average 5%
Lifespan/month 26
MAY 2022 marketing report - Ramadan
Marketing Report
marketing Customers Avg Orders
Channel
Facebook Ads spend spend Acquired CAC Orders per Customer
(FB Search
Paid + IG) $300,000 46% 1,500 $200.00 2,016 1.3
(Google Ads)
Paid Display $250,000 38% 800 $312.50 975 1.2
(Google Ads)
Other Online $100,000 15% 350 $285.71 370 1.1
Ads $0 0% 290 $0.00 350 1.2
Total Media
Social Paid $650,000 100% 2,940 $221 3,711 1.3
Organic 100 173 1.7
SEO 400 750 1.9
Direct 900 1638 1.8
Referrals 100 143 1.4
Total Organic 1,500 2704 1.8
Total $650,000 100% 4,440 $146.40 6,415 1.4

1. Allocates a budget of 46% for Facebook Ads because it has the highest ROAS and the highest CLTV ratio.
2. Eliminating the budget for other online ads because ROAS metrics show numbers below 1, which means revenue does not
cover Marketing
3. Allocates 33%Spend.
on paidIfsearch
you spend too much
(google (e.g. 1:1 ratio),
theacquiring those customers won'tand
be profitable
value the business creates for every dollarads) because
of sales anditmarketing
has second
spend.highest ROAS
The total number
CLTV/CAC ratioa based
CLTVonratio
thisabove 3.
May report
shows CLTV ratio 4.7, which means you should make 4.7x of what you would spend in acquiring customers.
 Avg Order
CPO ROAS Revenue Value CLTV CLTV/CAC
$149 3.73 $1,120,317.62 $556 $970.94 4.9
$256 2.60 $650,442.18 $667 $1,056.97 3.4
$270 1.04 $103,679.53 $280 $385.10 1.3
$0 0.71 $0.00 $0 $0.00
$175 2.88 $1,874,439.32 $505 $828.83 3.7
$26,230 $152 $340.99
$113,030 $151 $367.35
$296,302 $181 $427.99
$14,013 $98 $182.17
$449,575 $581 $1,362.05
$101 2.02 $2,324,014.32 $1,086 $2,040.39 13.9
$2,197,822
TARGET
TV ratio.
means revenue does not
rofitable
CLTVon ratio
based thisabove 3.
May report
ustomers.
ADVANCE B
Media Plan for Syrup Marjan
Month 5 Maret 2022 - 2 Mei 2022
Total Budget Rp1,000,000,000

Campaign Objective Period Budget % budget allocated

Awareness 1 - 25 Maret Rp3,000,000,000 30.00%
Consideration 18 Maret - 2 April Rp3,500,000,000 35.00%
Conversion 3 April - 2 Mei Rp3,500,000,000 35.00%
TOTAL Rp10,000,000,000 100.00%

Channel &
Period Campaign Objective Budget budget allocated Optimization Landing Page Target Audience & Keyword relevance
Television
Rp900,000,000 Advertisement -
Brand Awareness, Married F 25-65, Jabodetabek , Have children, live
Ecommerce Ads Ecommerce- with their Parents/ many family member under 1 roof,
Awareness 1 - 25 Reach, & Impression Rp3,000,000,000 Wearing Hijab, Merchant, women who like to make
Rp1,200,000,000 (promo) Tokopedia
Maret 2022 Number parcels for friends / family
Facebook Ads Ecommerce-
Rp900,000,000 (facebook, IG) Tokopedia

Retargetting 50% Engaged audiences from Awareness

Ecommerce- 50% Female 25-65, Jabodetabek , Have children, live
Traffic & Rp1,750,000,000 Influencer Tokopedia
(Consideration)18 with their Parents/ many family member under 1 roof,
Engagemenet Wearing Hijab, Merchant, woman who likes to cook
Maret - 2 April 2022

Ecommerce-
Rp3,500,000,000 Rp1,750,000,000 Ecommerce Traffic Tokopedia

Retargetting 50% Engaged audiences from

Consideration
25% Visitor on market place 25% cooking videos,
Ecommerce cooking 25% Married Female 25-65, Jabodetabek ,
(Conversion)3 April - Conversion & Sales Have children, live with their Parents/ many family
2 Mei 2022 Rp1,750,000,000 Conversion Marketplace
member under 1 roof, Wearing Hijab, Merchant,
woman who likes to cooks

Offline Sales -
(Indomaret,Alfamart,
Rp3,500,000,000 Rp1,750,000,000 Transmart)
Total Rp10,000,000,000 ###

Deck : https://drive.google.com/file/d/1JTJURTmJwGugE3IJ1QsAR516EjH-HnvB/view?usp=sharing
 MEDIA PLAN

Product : Beverages
Brand : Syrup Marjan
Theme : Ramadhan

AWARENESS CONSIDERATION
Budget: 40% Budget: 30%
Period: W1-W3 March 2022 Period: W3 March -W4 April 2022

Target Audience Target Audience

F, Moslem Family - Retargeting engaged from
Young Married woman (25-35 yo) awareness
Communication: Communication:
Ramadan is coming, prepare your In Ramadan moment always give
self and family facing Ramadhan spirit to your family with the

Objective Objective
Brand awareness, R&F to get Traffic & Engagement
impression number
Channel & Budget Channel & Budget
Youtube (30%) KOL's in TikTok (25%)
KOL's in TikTok (20%) Google Search (20%)
Google Display Network (20%) FB/IG Traffic (30%)
FB/IG Ads (30%) IG Reels (25%)

CTA to Website to learn more and CTA to Website to learn more and
Social Media account Social Media account
AN

CONVERSION
Budget: 30%
Period: W4 March - W2 Mei 2022

Target Audience
- Retargeting engaged audience
from Consideration
Communication:
Fasting Period: Take your Pahala
and give your
Idul Fitri: Sedekah
Celebrate in (Eid Fitr)
victory
with Sirup Marjan
Objective
Conversion & Catalog Sales

Channel & Budget

FB CPAS (40%)
Google Search (30%)
Ecommerce Ads (30%)

CTA to Website & Market Place to

learn more and buy the product