2. Please refer to the Table 16-6 "Sales Data on Selected Products" on page 206, based on the sales data of Eiffel Tower nanoblock, what is the MROI for the Amazon Gold Box promotion experiment? (5 points) Hint: compare results from Jan-Feb 2012 to March 2012 and calculate the sales revenue lift to plug into the MROI formula TABLE 16-6: Ohio Art Product sales price Jan-Feb 2012 march 2012 may 2012 nanoblock eiffel tower $19.99 274 686 219 nanoblock taj mahal $19.99 308 163 132 nanoblack castle neuschwanstein $19.99 244 184 146 Classic EAS $12.99 344 352 399 Eiffel Towernanoblock Feb sales: Sales #12' = @Regular price Revenue = Feb sales Regular price = March sales = units, with units@$Sale price and units@$Regular price Revenue = # of units *Sales prince + # units *19.99 = $_+$__= $ Short Term Lift = $Revenue - Feb $Revenue = $_ Page 206 states that Amazon charges 10% of sales generated from the Gold Box promotion as advertising fee, which is $390. And the loss due to promotion discount is Feb sales units* (Reg price -Sale price) = Feb sales units *$=$ The two parts (advertising fee + total promotion discount) combined is $ , which is considered as the cost of lift, i.e. marketing investment. Baseline-Lift MROI = (Short-term Lift - Cost of Lift) / Marketing Investment* 100% MROI % 2. Please refer to the Table 16-6 "Sales Data on Selected Products" on page 206, based on the sales data of Eiffel Tower nanoblock, what is the MROI for the Amazon Gold Box promotion experiment? (5 points) Hint: compare results from Jan-Feb 2012 to March 2012 and calculate the sales revenue lift to plug into the MROI formula TABLE 16-6: Ohio Art Product sales price Jan-Feb 2012 march 2012 may 2012 nanoblock eiffel tower $19.99 274 686 219 nanoblock taj mahal $19.99 308 163 132 nanoblack castle neuschwanstein $19.99 244 184 146 Classic EAS $12.99 344 352 399 Eiffel Towernanoblock Feb sales: Sales #12' = @Regular price Revenue = Feb sales Regular price = March sales = units, with units@$Sale price and units@$Regular price Revenue = # of units *Sales prince + # units *19.99 = $_+$__= $ Short Term Lift = $Revenue - Feb $Revenue = $_ Page 206 states that Amazon charges 10% of sales generated from the Gold Box promotion as advertising fee, which is $390. And the loss due to promotion discount is Feb sales units* (Reg price -Sale price) = Feb sales units *$=$ The two parts (advertising fee + total promotion discount) combined is $ , which is considered as the cost of lift, i.e. marketing investment. Baseline-Lift MROI = (Short-term Lift - Cost of Lift) / Marketing Investment* 100% MROI %
