Campaign Funnel & ROI Analysis
MarketingIntermediate60 min
Scenario
You are a Marketing Analyst at Luminary Brands, a DTC consumer goods company.
Your CMO is planning Q1 2025 budget allocation and needs a clear picture of which
channels delivered real ROI in 2024. She suspects the company has been overspending
on Display advertising while underinvesting in higher-converting channels — but needs
Tasks
- 1.Calculate conversion rate and ROAS for each channel
- 2.Identify the best and worst performing channels by ROI and explain the gap
- 3.Find the one anomaly in the data where a typically low-performing channel
- 4.spiked unexpectedly — name the channel, campaign, and the likely reason
- 5.Build a budget reallocation recommendation for Q1 2025 with specific percentages
- 6.Deliver a 300-word CMO briefing document with your findings and recommendation
Submission Requirements
- •Your channel-by-channel ROAS and conversion rate breakdown
- •The anomaly you found (specific channel and campaign name)
- •Your Q1 2025 budget reallocation recommendation with percentages
- •Your CMO briefing document
- •Which AI tools you used and how
Dataset Actions
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Allowed Tools
AI Tools
ClaudeChatGPTPerplexityNotion AIJulius AI
Analysis Tools
Google SheetsExcel
Scoring Rubric
Analytical accuracy30 pts
Correct ROAS and CVR calculations per channel
Anomaly identification25 pts
Finds Display Black Friday spike and explains it
Strategic recommendation25 pts
Specific reallocation % justified with data
Communication20 pts
CMO briefing is professional and data-driven
Submit Solution
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