Answer 14-15 only

464 Part 3: Designing a Customer Value-Driven Strategy and Mix Marketing by the Numbers Uniqlo's Digital Marketing Campaigns Cor See A F pur Crai leade Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks to digital marketing campaigns. Founder Tadashi Yamal inherited a chain of men's tailoring re- tail stores, so he was no stranger to fashion retailing. But he wanted to bring affordable, fashionable, casual clothing to all people, so he created Uniqlo in 1984 to offer casual clothing for all. The philosophy of the brand is "UNIQLO clothes are MADE FOR ALL." The company focuses on its signature in- novative clothing lines that have names like Heat Tech, UV Cut, LifeWear, and AIRism. In 2007, its pioneering "Uniqlock" viral marketing campaign won dozens of advertising awards, including the coveted Grand Prix award at Cannes. The com- pany continues to run digital marketing campaigns, and while awards are nice, results are better. Marketers measure all sorts of metries related to digital campaigns, from impressions and click-throughs to purchases. Consider one of its moet digital campaigns running in the United States to increant awareness and sales of its Life Wear line of clothing: Measures Impressions Click-through to site Cost of campaign Number of orders Revenue generated Abandoned shopping cart 650 Average cost of goods sold (%) 454 Shipping and handling costs (per order) Value 4.000 156. 545.00 10.25 $750.00 Core $8.50 Performance Metric Click-through rate (CIR) Cost per click (CPC) Conversion ratio Cost per conversion Average order value (AOV) Shopping cart abandonment rate Equation (Click-throughs - Impressions) x 100 Cost of campaignClick-throughs (Number of orders + Click throughs) X 100 Cost of campaign + Number of orders Revenue generated Number of orders (Abandoned shopping cart +Click-throughs) X 100 14-14. Calculate the performance metries listed in the table above. Based on these metrics, evaluate the campaign (AACSB: Oral and written Communication: Analytic Reasoning: Reflective Thinking) 14-15. Calculate the net marketing contribution (NMC), mar- keting return on sales (marketing ROS), and marketing return on investment (marketing ROI). Was the cam paign successful? Refer to Marketing Profitability Met rios in Appendix 3: Marketing by the Numbers to leam how to do this analysis. (AACSB: Oral and written Communication: Reflective Thinking: Analytic Rear soning) 464 Part 3: Designing a Customer Value-Driven Strategy and Mix Marketing by the Numbers Uniqlo's Digital Marketing Campaigns Cor See A F pur Crai leade Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks to digital marketing campaigns. Founder Tadashi Yamal inherited a chain of men's tailoring re- tail stores, so he was no stranger to fashion retailing. But he wanted to bring affordable, fashionable, casual clothing to all people, so he created Uniqlo in 1984 to offer casual clothing for all. The philosophy of the brand is "UNIQLO clothes are MADE FOR ALL." The company focuses on its signature in- novative clothing lines that have names like Heat Tech, UV Cut, LifeWear, and AIRism. In 2007, its pioneering "Uniqlock" viral marketing campaign won dozens of advertising awards, including the coveted Grand Prix award at Cannes. The com- pany continues to run digital marketing campaigns, and while awards are nice, results are better. Marketers measure all sorts of metries related to digital campaigns, from impressions and click-throughs to purchases. Consider one of its moet digital campaigns running in the United States to increant awareness and sales of its Life Wear line of clothing: Measures Impressions Click-through to site Cost of campaign Number of orders Revenue generated Abandoned shopping cart 650 Average cost of goods sold (%) 454 Shipping and handling costs (per order) Value 4.000 156. 545.00 10.25 $750.00 Core $8.50 Performance Metric Click-through rate (CIR) Cost per click (CPC) Conversion ratio Cost per conversion Average order value (AOV) Shopping cart abandonment rate Equation (Click-throughs - Impressions) x 100 Cost of campaignClick-throughs (Number of orders + Click throughs) X 100 Cost of campaign + Number of orders Revenue generated Number of orders (Abandoned shopping cart +Click-throughs) X 100 14-14. Calculate the performance metries listed in the table above. Based on these metrics, evaluate the campaign (AACSB: Oral and written Communication: Analytic Reasoning: Reflective Thinking) 14-15. Calculate the net marketing contribution (NMC), mar- keting return on sales (marketing ROS), and marketing return on investment (marketing ROI). Was the cam paign successful? Refer to Marketing Profitability Met rios in Appendix 3: Marketing by the Numbers to leam how to do this analysis. (AACSB: Oral and written Communication: Reflective Thinking: Analytic Rear soning)