EXPLANATION FOR EACH CHANNEL SEO. The $10,000-per-month investment in SEO could be used to hire a marketing agency or to pay a single in-house SEO employee. Paid Search. All of Rogue's $75,000-per-month investment in paid search is categorized as demand harvesting. While it is true that much of this budget may be spent on past customers, paid search ads are not typically targeted differently to past and potential customers. Email. Rogue has two methods of collecting email addresses. Most commonly, email addresses are collected during the checkout process. As a result, these emails belong to past customers, so these efforts are considered loyalty building. A second method of email collection comes from the website without a purchase, and these emails belong to people who have not yet purchased from Rogue. Therefore, these emails are considered demand harvesting. Social Media Ads. Rogue's social media advertising campaigns can be categorized into all three marketing activities. Demand generation campaigns are targeted toward social media users who have not yet purchased from Rogue and are higher up in the purchase funnel. These ads tend to be more experimental and thus receive only a small budget. The demand harvesting campaigns from Rogue also go to users who have no purchase history with Rogue but who are likely to be further down the purchase funnel (e.g., look-alike audience campaigns and retargeting campaigns). Finally, Rogue targets campaigns toward past customers, and these fall into the loyalty building category. While the daily budget for these loyalty building campaigns is highest, the actual spending for these campaigns is lower than the spending for the demand harvesting campaigns because the population size and social media usage is not high enough among past Rogue purchasers to use the entire budget. Social Media Posting. Not all of Rogue's social media followers are past purchasers. But, there is no reliable way to divide potential and past customers and show different posts to them, so Rogue creates only one unified social media content stream. Display Advertising. Rogue evenly divides its budget across generation, harvesting, and loyalty building. Sponsored Ads. Rogue only offers a limited portfolio of products on Amazon, and it invests some budget into running sponsored ads for these products on appropriate product searches. These ads are considered demand harvesting. Direct. There is no data to examine for direct traffic because there is no direct investment in advertising to generate this traffic. The breakdown of demand harvesting and loyalty building comes from the fact that anyone who purchases on the site either has to log in to an account (loyalty building) or create an account (demand harvesting).

1. Based on the summary data, which channel has the highest ROI?
2. Focusing on SEO data, do you suggest increase the budget? Why? If you suggest increasing
3. budget, briefly explain how you are going to spend it.
4. Comparing search campaign with display ads data, which effort yields higher ROI. For search campaigns, are you going to change the budget allocation among the ad groups? How and why? For display ads, do you suggest any budget change and why?
5. What is the ROI for non-purchase sign up and purchase sign up emails? Do you suggest increasing email campaign budget and sending more frequent emails? Why? Try to create an email subject line to increase open rate.
6. Do you suggest budget increase for social media ads? Briefly explain why and how.
7. Do you suggest budget increase for sponsored ads? Briefly explain your answers.
8. Explain your budget allocation decision for every channel.