Assignment 4 - Sales Funnel Attached Files Copy of eyecare chart xlsx (10.807 KB) SALES FUNNEL EXERCISE (See spreadsheet) A local eye doctor, Dr. Comeal, is interested in expanding her business. The retail store next to her medical office is available for rent. She'dike to expand and open a taper frame selection including high end sunglasses She's already built an attractive website and now she is planning on dining to increase the business Her advertising options include Google Paid Display Ads Local Newspaper Advertising Local Magine Advertising Radio Advertising For each form of advertising, she has created a separate landing page to track site visitors generated from each ad For this assignment you are going to in the excolchart using Chapter 13 as a guide and the answer the question below to start you of Dr. Come is providing you with her definitions of Prospect Leads Opportunities Customers Definitions: Prospect Anyone who lives within 15 miles of De Comeal's medical practice Lead - Anyone who lives within 15 miles (a prospect) who wears glasses or is interested in fashion sunglass frames Opportunity - Anyone who lives within 15 miles (a prospect) who wears glasses or is interested in fashion sunglassfames (lead) and responds to a call to action Call to Action the ads indude a call to action that lead potential customers to a landing page offering 20% off on the list exam Customer people who purchase as a result of the promotion Questions 1 Using the assumptions provided in Excel Spreadsheet what is the total number of customers generated from this advertising? 2 Dr. Corneal's customers spend 5300 on average what is the total revenue generated from this advertising? 3. The cost to purchase the advertising is as follows 333 AM AD 1192021 Ero For this assignment you are going to fill in the excel chart, using Chapter 13 as a guide and then anwer the question below to start you off De Comeal is providing you Tormodeneset with her definitions of Prospects, Leads, Opportunities, Customers Definitions: Prospect - Anyone who lives within 15 miles of Dr Corneal's medical practice Lead - Anyone who lives within 15 miles (a prospect) who wears glasses or is interested in fashion sunglass frames Opportunity - Anyone who lives within 15 miles (a prospect) who wear glans or is interested in fashion sunglass frames (lead) and responds to a call to action Call to Action - the ads include a call to action that lead potential customers to a to a landing page offering 20% off on the first exam Customer people who purchase as a result of the promotion Questions Using the assumptions provided in Excel Spreadsheet what is the total number of customers generated from the very 2. If Dr Corneal's customers spend $300 on average what is the total revenue generated from this advertising? 3 The cost to purchase the advertising is as follows: Google Ads $5.000 Newspapers $3000 Magazines 36,000 Radio $1.000 Using these costs and the revenue generated from each ad source calculate the overall Rol and the Rolper advertising source. How do these number help you plan your advertising budget going forward to answer this question define ROI explain how Roll used (ve your book), apply the numbers you have calculated and show how you would use these numbers for planning purposes Note - Rolis expressed as a percent ROI (Revenue - Costs Costs Grading Rubric for Assignment 4-Sales Funnel 1. Demonstrates the ability to define measurement metrics associated with media measurement 2. Demonstrates the ability to apply measurement metrics to situation 3. Demonstrates the ability to apply recommendations based on performance data and metics 0 Dr. Corneal's Projected Sales Funnel 2 Newspapers Magazines Radio 3,000 1,875 250 100 3 Google 4 Prospects (5000) 4,500 5 6 Leads Level A 7 Wears Glasses 3,375 & Leads Level B 9 Fashion Sunglasses 10 Total Leads Level AB 11 12 Opportunities 191 13 14 Customers 15 16 Total Customers 11 2,550 10 5 Shett Imperial AD SAM TV2021 AU 36 Total Customers 17 15 19 Assumptions: 20 5,000 people live within 15 miles of Dr. Corneal's store 2 90% use Google regularly, 50% read newspaper, 60% read magazines, 20% listen to radio 2. Based on medical data, on average 75% of the population needs glasses Radio listeners are older, have more eye issues, 90% need glasses - 10% of people don't need glasses but like fashion sunglasses 25 26 Average Call To Action Response Rates 27 Google 5% 28 Newspapers 2% Magazines 3% 30 Radio 19 11 Average ronversion rate from Onnochinity to Customer - 50% O AD 400 3:28 AM 11/12121 5 AutoSave Copy of yecare chart - Protected View Search File Home in Page Layout Formule Review View PROTECTIO VW Beefomno Unitooted Enabling All D H A 22 Google 5% 28 Newspapers 2% 2 Magazines 3% 30 Radio 1% 31 2 Average conversion rate from Opportunity to Customer - 50% 41 Shell