INSTRUCTIONS

You are a digital marketing intern at a small footwear company located in Portland, OR. You have been asked to evaluate the financial performance of your social media advertising campaigns and make recommendations about how to allocate your digital advertising budget. Your manager gave you the following information:

• Online sales earn a 12% profit margin.
• Your monthly social media advertising budget is $20,000
• You currently allocate 30% to Facebook, 30% to Instagram, 20% to TikTok, and 20% to Twitter.

Executive Summary:

Now that you have completed your Marketing Data Analysis, consolidate your findings into a 1-page executive summary. Answer the following questions in your executive summary:

• How is our social media advertising performing?
• Should we increase or decrease our social media advertising budget? Why?
• Should we change the budget allocations to the specific platforms? Which one(s) and why?
• Should we change the advertising plan to focus more/less on specific days of the week? Which one(s) and why?
• Any other insights and/or recommendations you derived from your analysis.