You are a marketing director for a company that sells smart coffee makers that integrate into a persons virtual assistant (e.g. Amazon Echo, Google Home, etc). Rather than distribute the coffee makers through stores, your firm opted for a direct marketing focus and uses direct marketing channels to connect with your customer. Last year, you sold 80,500 coffee makers at $130 per unit, with a unit margin of $45 per unit. The firm invested $2,000,000 in the marketing campaign that acquired those sales.

The firm based its campaign on lists of people who recently purchased a smart home device. It allocated its direct marketing budget across 3 channels, as follows:

Channel	Spending	# Sales
Paid Social	$900,000	35,000
Paid Search	$700,000	30,500
Email - Lead Nurturing	$400,000	14,500

1. What is the ROI of the overall campaign?
2. What is the cost of acquisition for each channel? Which channel performed the best?
3. What recommendations would you make for the 2022 budget?