Question: Papers should include analysis of marketing metrics and financial implications. Should not recap case facts in paper and should focus on the issues posed in the questions.

1: Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must beshifted from Sephora's other marketing spending, where would you propose to cut? Why?

2: What do you make of Sephora's digital and social media efforts as of the fall of 2010? Was itwise in your opinion to create Beauty Talk as a separate social platform to Facebook?

3: As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about?

4: What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward?

5: What should be the strategic goal of Sephora's digital and social marketing programs? How can Bornstein satisfy the CEO's desire to "win" in the digital space?