Please answer questions 17 - 14 and 17 - 15 at the bottom left corner.
17-15 Calculate the net marketing contribution (NMC). CHAPTER 17 Direct, Online, Social Media, and Mobile Marketing 501 Marketing by the Numbers Uniqlo's Digital Marketing Campaigns Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks to digital marketing campaigns. Consider one of its most recent digital campaigns running in Founder Tadashi Yamal inherited a chain of men's talloring the United States to increase brand awareness and sales of retail stores, so he was no stranger to fashion retailing. But its LifeWear line of clothing: he wanted to bring affordable, fashionable, casual clothing to all people, so he created Uniqlo in 1984 to offer casual Measures Value clothing for all. The philosophy of the brand is "UNIQLO Impressions 4,000,000 clothes are MADE FOR ALL." The company focuses on Click-through to site 150,000 its signature innovative clothing lines that have names like Cost of campaign Heat Tech, UV Cut, LifeWear, and AlRism. In 2007, its pio- $45,000 neering "Uniqlock viral marketing campaign won dozens of Number of orders 10.250 advertising awards, including the coveted Grand Prix award Revenue generated $750,000 at Cannes. The company continues to run digital marketing Abandoned shopping cart 650 campaigns, and while awards are nice, results are better. Average cost of goods sold (9) Marketers measure all sorts of metrics related to digital cam- paigns, from impressions and click-throughs to purchases. Shipping and handling costs (per order) $8.50 Performance Metric Equation Click-through rate (CTR) (Click-throughs + Impressions) x 100 Cost-per-click (CPC) Cost of campaign + Click-throughs Conversion ratio (Number of orders + Click-throughs) X 100 Cost per conversion Cost of campaign + Number of orders Revenue generated + Number of orders Average-order-value (AOV) (Abandoned shopping cart + Click-throughs) X 100 Shopping cart abandonment rate marketing return on investment (marketing ROI. Was the campaign successful? Refer to Marketing 17-14 Calculate the performance metrics listed in the preced- Profitability Metrics in Appendix 2: Marketing by the ing table. Based on these metrics, evaluate the cam- Numbers to learn how to do this analysis. (AACSB: paign. (AACSB: Communication: Analytic Reasoning: Communication: Reflective Thinking: Analytic Reflective Thinking) Reasoning) 45% marketing return on sales marketing ROS). and 17-15 Calculate the net marketing contribution (NMC). CHAPTER 17 Direct, Online, Social Media, and Mobile Marketing 501 Marketing by the Numbers Uniqlo's Digital Marketing Campaigns Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks to digital marketing campaigns. Consider one of its most recent digital campaigns running in Founder Tadashi Yamal inherited a chain of men's talloring the United States to increase brand awareness and sales of retail stores, so he was no stranger to fashion retailing. But its LifeWear line of clothing: he wanted to bring affordable, fashionable, casual clothing to all people, so he created Uniqlo in 1984 to offer casual Measures Value clothing for all. The philosophy of the brand is "UNIQLO Impressions 4,000,000 clothes are MADE FOR ALL." The company focuses on Click-through to site 150,000 its signature innovative clothing lines that have names like Cost of campaign Heat Tech, UV Cut, LifeWear, and AlRism. In 2007, its pio- $45,000 neering "Uniqlock viral marketing campaign won dozens of Number of orders 10.250 advertising awards, including the coveted Grand Prix award Revenue generated $750,000 at Cannes. The company continues to run digital marketing Abandoned shopping cart 650 campaigns, and while awards are nice, results are better. Average cost of goods sold (9) Marketers measure all sorts of metrics related to digital cam- paigns, from impressions and click-throughs to purchases. Shipping and handling costs (per order) $8.50 Performance Metric Equation Click-through rate (CTR) (Click-throughs + Impressions) x 100 Cost-per-click (CPC) Cost of campaign + Click-throughs Conversion ratio (Number of orders + Click-throughs) X 100 Cost per conversion Cost of campaign + Number of orders Revenue generated + Number of orders Average-order-value (AOV) (Abandoned shopping cart + Click-throughs) X 100 Shopping cart abandonment rate marketing return on investment (marketing ROI. Was the campaign successful? Refer to Marketing 17-14 Calculate the performance metrics listed in the preced- Profitability Metrics in Appendix 2: Marketing by the ing table. Based on these metrics, evaluate the cam- Numbers to learn how to do this analysis. (AACSB: paign. (AACSB: Communication: Analytic Reasoning: Communication: Reflective Thinking: Analytic Reflective Thinking) Reasoning) 45% marketing return on sales marketing ROS). and
