Scenario 7: Module 7 LusterLast: Business Year 2020 The sales of LusterLast shampoo are popping throughout the marketing channels. Senior management is convinced that this healthy growth of orders is
Scenario 7: Module 7
LusterLast®: Business Year 2020
The sales of LusterLast® shampoo are popping throughout the marketing channels. Senior management is convinced that this healthy growth of orders is due to the advertising campaign and positive social media chatter. They are even convinced that if they had allocated a more substantial budget, the incremental revenue stream would have flowed even stronger. The company is also considering expanding the line. They are especially interested in reviewing activity emanating from the firm's website.
Ashanti assigns you to calculate the brand’s current share of voice. She also wants you to provide her with the following data for the previous year related to digital promotional efforts.
Bounce Rate
Abandonment Rate
Cost per Click
Cost per Order
Your friends in MIS have provided you with the below data.
LusterLast® Business Year 2019
| Brand Advertising ($) | Number of Clicks* (#) | Orders Thru Web Site (#) | Order Thru Web Site Initiation (#) | Orders Not Completed (#) | Visits Accessing Only Single Page (#) | Total Visits to Web Site (#) |
| 1,500,000 | 5,800,000 | 1,400,000 | 1,890,000 | 490,000 | 1,050,000 | 4,200,000 |
*Includes all routes to the company web site, whether through a social media ad, internet browser, web site link on print ad, or QR code connection.
Industry Stats Business Year 2019
| Total Market Advertising ($) |
| 250,000,000 |
Place your data in your spreadsheet. Include brief commentary about what the data means to you and, possibly, what other data might assist in understanding promotional spending by the firm. Fine tune your Balanced Scorecard. Be prepared to defend your selection of Key Performance Indicators (KPIs) that you included in your Balanced Scorecard.
