Marketing Simulation

Welcome to GreenLeaf Market

Optimize marketing campaigns for Q1 product launch

Your Role

Position: Marketing Analyst (Growth Team)

Reporting To: Sarah Chen, VP of Marketing

Company: GreenLeaf Market - Sustainable home goods e-commerce ($12M annual revenue)

Your Mission: Analyze Q4 campaign performance, optimize for Q1, allocate $75K budget across channels.

Q4 Performance: Below Target

Goal: 2,500 new customers at $30 CAC (Customer Acquisition Cost)

Actual: 1,847 new customers at $38 CAC

Revenue Impact: -26% vs target ($280K vs $375K goal)

Key Issues: Email open rates declining, paid social CAC rising, conversion funnel drop-offs

Q4 Customers

1,847

-26% vs goal

Average CAC

$38

+27% vs target

Email Open Rate

18.2%

-8.3% QoQ

Conversion Rate

2.4%

-1.2% QoQ

Marketing Data & Context

+

Company Background

GreenLeaf Market sells eco-friendly home goods online: reusable products, sustainable cleaning supplies, organic textiles. Founded 2021, now at $12M annual revenue with 45K active customers.

Target Customer:

Age: 28-45, predominantly female (72%)
Income: $65K-$120K household
Values: Sustainability, health-conscious, premium eco-products
Average order value (AOV): $67
Customer lifetime value (LTV): $310 over 24 months

Q4 Channel Performance Data

Channel	Q4 Spend	Customers	CAC	ROAS
Email Marketing	$8,500	412	$21	3.2x
Paid Social (Meta)	$32,000	685	$47	1.4x
Google Search Ads	$18,000	394	$46	1.5x
Influencer Partnerships	$7,500	247	$30	2.2x
Content Marketing (SEO)	$4,000	109	$37	1.8x

CAC = Customer Acquisition Cost, ROAS = Return on Ad Spend (Revenue ÷ Spend)

Email Campaign Performance (Last 10 Campaigns)

Date	Subject Line	Open Rate	Click Rate	Conversions
Dec 15	Last Chance: 30% Off Holiday Sale	14.2%	2.1%	37
Dec 8	5 Ways to Reduce Plastic in Your Kitchen	26.8%	4.7%	68
Dec 1	Don't Miss Out - Cyber Monday Deals	12.9%	1.8%	29
Nov 24	Black Friday: Our Biggest Sale Ever	16.3%	2.9%	51
Nov 17	New Arrivals: Bamboo Kitchen Collection	22.4%	3.8%	59
Nov 10	Member Exclusive: Early Access Sale	19.7%	3.2%	47
Nov 3	How to Create a Zero-Waste Home	28.1%	5.1%	74
Oct 27	Flash Sale: 48 Hours Only	13.6%	2.0%	31
Oct 20	Customer Spotlight: Sarah's Sustainability Journey	24.3%	4.2%	62
Oct 13	Shop Now - Limited Stock Available	11.8%	1.6%	24

A/B Test Results (December)

Test 1: Landing Page CTA Button

Variant A ("Shop Now"): 2.3% conversion, 1,247 visitors
Variant B ("Start Shopping"): 2.8% conversion, 1,253 visitors
Variant C ("Explore Products"): 3.1% conversion, 1,239 visitors

Test 2: Email Subject Line Style

Variant A (Promotional): "Save 25% This Weekend Only" - 15.2% open rate
Variant B (Educational): "3 Simple Swaps for a Greener Kitchen" - 24.7% open rate
Variant C (Question): "Are You Making These Sustainability Mistakes?" - 21.3% open rate

Test 3: Product Page Layout

Variant A (Images above fold): 2.4% add-to-cart rate
Variant B (Reviews above fold): 3.2% add-to-cart rate
Variant C (Sustainability info above fold): 2.9% add-to-cart rate

Q1 Goals & Budget

Q1 Target: 3,200 new customers at $28 CAC or better

Available Budget: $75,000 for January-March

New Product Launch: Bamboo kitchenware line (15 SKUs) launching Feb 1

Success Metric: $480K revenue from new customers (3,200 × $150 first-purchase value)

Market Context

Wins:

Email list grew 34% to 52K subscribers (Q4)
Instagram followers increased 22% to 28K
Educational content (blog, guides) driving 40% of organic traffic
Customer retention rate: 42% (repeat purchase within 6 months)

Challenges:

Email engagement declining despite list growth (opens: 26.5% → 18.2%)
Meta ad costs increased 43% due to iOS privacy changes
Conversion rate dropped from 3.6% → 2.4% (site speed issues, less effective ads)
Promotional fatigue: Discount-heavy campaigns underperform
Competitive pressure: 3 new eco-brands launched with aggressive pricing

Section 1: Campaign Performance Analysis

Diagnose email performance and identify optimization opportunities

Your Task: Analyze Q4 email campaign data to identify patterns in what drives engagement vs what causes campaigns to fail.

Q1: What is the PRIMARY pattern explaining why some emails have high open rates (26-28%) vs low (12-16%)?

Q2: Based on Q4 channel data, which channel has the BEST efficiency (lowest CAC)?

Q3: Calculate: If Q1 budget is $75,000 and target is 3,200 customers, what is the maximum allowable CAC to stay on budget?

Q4: Which channel has the WORST problem (highest CAC relative to profitability)?

Q5: Campaign Performance Analysis - Explain what the data reveals (150+ words required)

Section 2: A/B Testing & Optimization

Evaluate test results and design experiments for Q1

Challenge: Review December A/B tests and design the next testing roadmap to improve conversion rates for Q1 launch.

Q6: Based on December Test 1 (CTA button), which variant should you implement?

Q7: For email subject lines (Test 2), which insight should guide your Q1 strategy?

Q8: What should be your NEXT A/B test priority for Q1?

Q9: Calculate: For 10,000 emails split 50/50, if Variant A gets 2,000 opens and Variant B gets 2,300 opens, what are the open rates?

Q10: A/B Testing Strategy - Design your Q1 testing roadmap (150+ words required)

Section 3: Q1 Budget Allocation

Allocate $75,000 across channels to acquire 3,200 customers at ≤$28 CAC

Budget Constraints: Total = $75,000. Goal = 3,200 customers. Target CAC ≤ $28. Base decisions on Q4 performance data.

Allocate Q1 Marketing Budget (Must total exactly $75,000):

Email Marketing (Q4 CAC: $21):

Paid Social - Meta (Q4 CAC: $47):

Google Search Ads (Q4 CAC: $46):

Influencer Partnerships (Q4 CAC: $30):

Content Marketing/SEO (Q4 CAC: $37):

Q11: Based on your allocation, estimate your blended CAC (weighted average across all channels):

Q12: Budget Allocation Rationale - Justify your strategy (150+ words required)

Section 4: Growth Strategy & Recommendations

Present strategic recommendations to VP of Marketing

Final Deliverable: Write executive summary for Sarah (VP Marketing) with Q1 growth strategy, priorities, and projected outcomes.

Q13: What is the MOST IMPORTANT strategic priority for Q1?

Q14: Calculate: With LTV of $310 and your target CAC of $28, what is the LTV:CAC ratio?

Q15: For the Feb 1 bamboo product launch, what marketing tactic will drive most awareness?

Q16: Growth Strategy Recommendation - Write executive summary (200+ words required)

Your Marketing Simulation Results

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out of 100 points

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Section 1

Campaign Analysis

--/25

Section 2

A/B Testing Strategy

--/25

Section 3

Budget Allocation

--/25

Section 4

Growth Strategy

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Your Progress

GreenLeaf Market

Welcome to GreenLeaf Market

Your Role

Q4 Performance: Below Target

Q4 Customers

Average CAC

Email Open Rate

Conversion Rate

Marketing Data & Context

Company Background

Q4 Channel Performance Data

Email Campaign Performance (Last 10 Campaigns)

A/B Test Results (December)

Q1 Goals & Budget

Market Context

Section 1: Campaign Performance Analysis

Section 2: A/B Testing & Optimization

Section 3: Q1 Budget Allocation

Section 4: Growth Strategy & Recommendations

Your Marketing Simulation Results

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Section 1

Section 2

Section 3

Section 4