Exhibit 1.1
Q1
Given Data
&uppose' t$e me spent per session on oo*ope*ia is +0 secon*s. T$e organisaon felt t$at t$is was on t$e lower si*e an* t$ey nee*e* to impro,e it. -ow' -ow' we $a,e learnt in t$is mo*ule aout t$e consumer funnel an* t$e *igital pla/orms associate* wit$ t$em. Taing a cue from t$is' on w$ic$ *igital pla/orms woul* you -1T epan*estalis$ t$e ran* if you wante* to increase t$e engagement rate an* me spent A. &ocial e*ia 6. 7mail areng . &earc$ 8. 9ouTue ,i*eo a*s
Ans 1
6. 7mail areng If you want to estais$e* t$e ran*' so 7mail areng is t$e platefrom w$ere 6ran* Image is *ose not ma:er for customer.
Q2
&uppose' oo*ope*ia wants to increase its reac$ (62) from 23% to 35% in t$e net 4 mont$s. ;$ic$ *igital pla/orms will you estalis$ t$e ran* on' in or*er to ac$ie,e t$e o
Ans 2
I am going to tae tae acoo ecause acoo acoo $as 2.0>! 6illion ?sers ll &eptemer 20!@. &o if any 62 company want to increase t$eir reac$ y !2% so must go wit$ aceoo.
How many people are in Awareness stage of consumer funnel (In millions)
Q3 Ans 3
34.50 milllions
Total onsumer on line is
!50 millions
T" #eac$
23%
How many people are in onsi*eraon stage of consumer funnel (In millions)
Q4 Ans 4
!0 million
Trac ?sers ont$
! million
Total no of mont$
!0 mont$
How many people are in Burc$ase stage of consumer funnel (In millions)
Q5
@5 C
Ans 5
Total registers users
Exibit 1.2
Channel 1
Channel 2
Channel 3
50 per con,ersion
0
400000
!000000
500000
5000000
on,ersion to sign ups
!0%
!0%
2%
on,ersion to rst or*er
50%
50%
50%
1r*ers in suseDuent mont$s per consumer
!0
5
20
A,g or*er siEe
200
200
200
8iscount oupon Falue (in #s.)
200
200
200
oo*o margin
25%
25%
25%
#etenon rate
@5%
G0%
>0%
ost of c$annel (in #s.) $annel #eac$
Q1
@5 C
ustomer AcDuision ost or A is a ,ery important re,enue metric for any usiness. onsi*ering t$at oo*o' as a usiness enty' operates in an etremely compe,e an* cas$urning in*ustry sector' it ecomes impera,e t$at it tracs t$e re,enue metrics across all its promoon c$annels. or t$is eercise' calculate t$e A t$at oo*o incurre* for $annel ! for t$e gi,en me perio* of Jan 20!> to &eptemer 20!>. A. 20G 6. 250 . 200 8. 50
ormula
Ans 1
A
A
;$ere A
ost of customer acDuision
Total mareng campaign costs relate* to acDuision
A
Total customer acDuire*
$annel #eac$ on,ersion to signup
!000000 !0%
!00000
on,ersion to rst me
50%
ost of c$annel per eac$ con,ersion Total cost of con,ersion
50000 50 2500000
ustomer AcDuision ost
50
Q2
Anot$er important re,enue parameter is t$e Kife Time Falue or t$e KTF. onsi*ering t$is'calculate t$e KTF for oo*o for $annel 3 if its retenon rate is >0%. Instrucons= T$e retenon rate gi,en is for t$e ninemont$ perio* from Jan 20!> to &eptemer 20!>. A**ional Hints= !. 9ou can calculate t$e c$urn rate as (!00 retenon rate) % 2. T$e lifeme will e (!c$urn rate) 3. -ow' since t$e retenon rate is alrea*y gi,en for a +mont$ perio*' you *o not nee* to worry aout annual calculaons. ?se simple mulplicaon. 4. or t$is eample' use t$e acDuision cost in t$e KF formula across eac$ of t$e +mont$ perio*s. 5. Tae t$e margin (w$ic$ is same as prot) as 25% of t$e or*er ,alue. A. !+G0 6. 2500 . 22+2 8. 2!34
Ans 2
alculaon for c$annel 3 ormula
KF
A,g monet spent on c$annel L argin amount ost as per c$urn rate
ost of c$annel (in #s.) A,g or*er siEe
400000 200
1r*ers in suseDuent mont$s per consumer
20
#etenon rate
>0%
$um rate
(!00retenon rate)%
Kife me
!$um rate
40% 2.5
A,g or*ersiEe L -o of
orecost re,enue in parcular mont$ per or*er epecte* or*ers from
4000
eac$ con,ersion
argin on epecte* re,enue ustomer life me ,alue
25%
!000 2500
!>0000
Q3
In re,enue metric terms' reae,en is t$e point of eDuillirium' w$ere t$ere is no prot or loss f *eli,ery or*ers from t$e consumers acDuire* from eac$ c$annel an* $ence t$e reae,en point many or*ers per consumer are nee*e* for $annel 2 in or*er to reae,en (per consumer) for oo*o Instrucons= If t$e answer is in *ecimals' roun* it oM to t$e net $ig$est integer. (eg= @.4 ecomes G) A. ! 6. 2 . 3 8. 4
Q4
1ut of t$e t$ree c$annels t$at oo*o $as use* for promoon' w$ic$ is t$e est communicaon c$annel for oo*o ;$y Hint= T$in on t$e lines of A or KTF or ot$. 8o not go for any reason outsi*e t$e *ata gi,en.
$annel ! Ans 4
$annel #eac$
$annel 2
!000000
500000
on,ersion to signup
!0%
!00000
!0%
50000
on,ersion to rst me
50%
50000
50%
25000
ost of c$annel per eac$ con,ersion Total cost of con,ersion ustomer AcDuision ost
50 2500000 50
0 0
0
I am not geNng answer' I was trying to *o wit$ A met$o* ut c$annel 2 an* c$allen 3 cost of ea gi,en. &o I *i*nOt get it.
Q5
&uggest soluons to increase suseDuent or*ers' an* $ence t$e KTF. A minimum of two soluons are reDuire*.
Ans 5
Soluon 1- As we now oo*o are gi,en oMer for customer acDuision' so t$ere is no prolem
can use anot$er site for foo*. &o oo*o nee* to *o somet$ing for $ol*ing t$at customer. &o oo campaign for customer t$ey can gi,e a loyalty point. Kie if a customer or*er from oo*o 5 me can get etra *iscount on t$eir > t$ or*er. Soluon 2- #ecently ?67# are starte* to gi,e a loyalty car* to t$eir customer so oo*o also can
t$ey can set a target for customer to or*er foo* an* t$ey can gi,e car* ,erity also lie' A-> "eneral customer B-> Blanum car* C-> "ol* car* T$ey can set t$e target for all t$e customer an* *i,i*e oMers accor*ing to t$eir purc$asing capacit un*er "eneral car* $ol*er t$ey will get a *iMerent *iscount an* if a customer comes un*er t$e Bl can get some *iscount an* etra onus point an* same for gol* category customer. &o t$ey can $ customer also t$oug$t $e will get somet$ing at t$e en*.
r oo*o. ;e $a,e ,arie* numer of s *iMerent for *iMerent c$annels. How
$annel 3 5000000 2%
!00000
50%
50000 0
0
0
c$ con,ersion is not
ut aPer t$is customer *o can run a s in a mont$ so t$ey use t$is type of oMer'
y. If a customer comes num category t$ey l* t$eir customer' an*
