An online travel portal has been investing in a multi-channel acquisition strategy - Direct, Organic, Paid (Social, Search, Display) and Email. Its brand is relatively unknown and the market has 2-3 competitors with strong brand presence. Assume boundary conditions as necessary.

As a manager, how would you decide on future budgets for each channel using the data in the table below -

You can set objectives based on

1. Creating Awareness
2. Sales Generation
3. Return on Investment

Specify the objective(s) you choose and why? You may choose 1 or multiple from the list above, but provide an explanation of your choice