Ajda is a home & décor company which only sell through online. Their long term main KPI is to increase their market share while maximizing ROAS. The table below shows the company’s last month’s data for each channel. Please answer the questions accordingly.

1. Generate calculated metrics to comment on each channel’s performance.

2. You have 500.000 TL online marketing budget for next month. Allocate budget across channels to maximize ROAS.

3. Considering the company’s long-term targets, what should be the company’s main target KPI besides ROAS?

4. Considering given data in the table, which metrics can be optimized via user experience optimization and CRM campaigns?
Please also define the actions that you are planning to optimize these metrics.

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