Use this budget doing the CPA.
Budget Category Description] Programs 2013 Budget Allocation Video Production 200,000 Video/YouTube Advertising Video Contest Facebook Development 200,000 $350,000 Holiday/Viral Promotions $200,000 Social Partnerships $75,000 Mobile (includes apps) Store Kiosks $420,000 100,000 e Other programs Beauty corner, keep video production ' 3 year plan ' notes ' $325,000 2,000,000 10.00% 10.00% 6.50% 17.50% 10.00% 3.75% 21.00% 5.00% 16.25% 100.00% sephora data 2 .XLSX EE Share File Edit View Insert Format Data Tools Help Last edit was 6 minutes ago n 7 100% * $ % .0_.00 123 Default (Ca... * 12 . B I S A Q. B E3 . = - L . | Vy Co Q Q Y - E - 31 fx A B C D E F G H I J 1 Traditional Media 2 Catalog 4 Cost per catalog $ 0.50 note for next semester Quantity mailed 10,000,000 possibly align CPA with LTV ... make sure they make sense with a reasonable pay 6 Total costs 5,000,000 $ 16.25 assume that the CPA is just media costs and benefit of first order is in the LTV 7 Attributed sales per catalog 2.00 + 8 Attributed sales 20,000,000 4.00 9 Average order 65.00 10 Total Orders 307,692 Orders from existing customers 224,657 12 Orders from new customers 83,035 13 Store and web site traffic driven by catalog unknown 14 15 16 Magazine ads 17 Annual spend 2,000,000 18 Number of placements 125 19 Average cost per ad placement 16,000 20 Sephora Insider sign-ups from ads 15,000 S 133.33 21 Impressions (magazine subscribers) 80,000,000 22 cost per 1000 impressions S 25.00 23 Store and web traffic from ads unknown 24 25 Paid Search 26 Annual spend S 5,000,000 27 Impressions 334,448,130 28 clicks 7,692,307 29 Click through rate (CTR) 2.30% an Budgets LTV campaign performance 3 year plan notes +sephora data 2 .XLSX EE Share File Edit View Insert Format Data Tools Help Last edit was 6 minutes ago n a $ 7 100% * $ % .0 .00 123 Default (Ca... . 1 BISA D. 8 31 fx A B C D E F G H I 28 clicks 7,692,307 29 Click through rate (CTR) 2.30% 30 Cost per click (cpc) S 0.65 31 orders 230,769 $ 21.67 32 conversion rate 3.0% 33 sales 14,999,985 34 Average order S 65.00 3.00 + 35 36 Direct mail to Sephora insiders 37 circulation 4,285,714 38 cost per piece .35 39 Total cos 1,500,000 40 Orders using offer 14,562 s 103.01 41 Store or web traffic from mailing unknown 42 attributed sales $ 6,428,571 4.29 43 44 45 Email to Sephora insiders 46 Active beauty insiders 9,000,000 47 newsletter (email) subscribers 4,000,000 subscribers who opened in last 6 months 2,500,000 49 average sends per week 1.5 50 sends 312,000,000 51 Opens 46,800,000 52 open rate 15.0% 53 Clicks 6,390,083 54 Click to open rate 13.65% 55 orders 246,009 56 conversion rate 3.85% Budgets LTV campaign performance 3 year plan notessephora data 2 .XLSX EE Share File Edit View Insert Format Data Tools Help Last edit was 7 minutes ago n 7 100% * $ % .0 .00 123 Default (Ca... . 1 BISA D. 8 31 fx A B C D E F G H I 57 sales 14,008,932 22.5 58 average order 56.94 59 sales per email 0.045 60 email cost 624,000 $2 per 1000 61 62 Twitter 53 Followers 100,000 + 64 tweets per week 65 Annual tweets impressions 10,400,000 66 Sales from tweets unknown 67 2010 spending 100,000 68 69 Facebook 70 Fans 900,000 71 Contest sales $ 1,000,000 72 Contest costs $ 50,000 73 Other facebook costs 100,000 74 75 Mobile (app download) 76 number of downloads 100,000 77 Increase in a customer's purchases after download 25% 78 Number of times per week customer open's app 1.7 7 Using GPS number of times per week customer within 1 block o store 2.3 BO Conversion rate in app 7.4% 81 Conversion rate on site with mobile (no app) 3% 82 83 84 85 + Budgets LTV campaign performance 3 year plan notes +
