Ulta Beauty's Facebook Page

1. Posts With @ Tags

• Over the past six months (June 9, 2019, through December 9, 2019), there were 20 Ulta posts on Facebook that used @ tags.
• The average engagement rate, in terms of reactions (likes, love emoji, etc.), was 951 reactions per post. We calculated that average by counting the number of posts that used @ tags in that time range (20), counting the total number of reactions to those posts (19,011), and then dividing the total number of reactions for all those posts (19,011) by 20.
• The average engagement rate, in terms of comments, was 253 comments per post. We calculated that average by counting the number of posts that used @ tags in that time range (20), counting the total number of comments on those posts (5,054), and then dividing the total number of comments on all those posts (5,054) by 20.
• The average engagement rate, in terms of shares, was 86 shares per post. We calculated that average by counting the number of posts that used @ tags in that time range (20), counting the total number of shares of those posts (1,712), and then dividing the total number of shares for all those posts (1,712) by 20.

2. Posts With Hashtags

• Over the past six months (June 9, 2019, through December 9, 2019), there were seven Ulta posts on Facebook that used hashtags.
• The average engagement rate, in terms of reactions (likes, love emoji, etc.), was 398 reactions per post. We calculated that average by counting the number of posts that used hashtags in that time range (seven), counting the total number of reactions to those posts (2,785), and then dividing the total number of reactions for all those posts (2,785) by seven.
• The average engagement rate, in terms of comments, was 210 comments per post. We calculated that average by counting the number of posts that used hashtags in that time range (seven), counting the total number of comments on those posts (1,469), and then dividing the total number of comments on all those posts (1,469) by seven.
• The average engagement rate, in terms of shares, was 110 shares per post. We calculated that average by counting the number of posts that used hashtags in that time range (seven), counting the total number of shares of those posts (769), and then dividing the total number of shares for those posts (769) by seven.

Research Strategy

Ulta Beauty’s Twitter

1. Posts With @ Tags

• Over the past six months (June 9, 2019, through December 9, 2019), there were 58 Ulta posts on Twitter that used @ tags.

• The average engagement rate, in terms of likes, was 351 likes per post. We calculated that average by counting the number of posts that used @ tags in that time range (58), counting the total number of likes of those posts (20,373), and then dividing the total number of likes for all those posts (20,373) by 58.

• The average engagement rate, in terms of comments, was six comments per post. We calculated that average by counting the number of posts that used @ tags in that time range (58), counting the total number of comments on those posts (368), and then dividing the total number of comments on all those posts (368) by 58.

• The average engagement rate, in terms of retweets, was 30 retweets per post. We calculated that average by counting the number of posts that used @ tags in that time range (58), counting the total number of retweets of those posts (1,728), and then dividing the total number of retweets for all those posts (1,728) by 58.

2. Posts With Hashtags

• Over the past six months (June 9, 2019, through December 9, 2019), there were 93 Ulta posts on Twitter that used hashtags.

• The average engagement rate, in terms of likes, was 291 likes per post. We calculated that average by counting the number of posts that used hashtags in that time range (93), counting the total number of likes of those posts (27,025), and then dividing the total number of likes for all those posts (27,025) by 93.

• The average engagement rate, in terms of comments, was nine comments per post. We calculated that average by counting the number of posts that used hashtags in that time range (93), counting the total number of comments on those posts (874), and then dividing the total number of comments on all those posts (874) by 93.

• The average engagement rate, in terms of retweets, was 29 retweets per post. We calculated that average by counting the number of posts that used hashtags in that time range (93), counting the total number of retweets of those posts (2,698), and then dividing the total number of retweets for those posts (2,698) by 93.

Research Strategy

Ulta on Linkedin

• Ulta is one of the largest beauty retailers in the United States, selling cosmetics, fragrance, skin & hair care products, and salon services. They currently have 231,308 followers on Linkedin.
• In total, Ulta had made 136 Linkedin posts in the past 6 months, which is equivalent to 5.2 posts per week and 22.7 posts per month on average.

• All of Ulta's 136 Linkedin posts in the past 6 months use the @ tag to tag its account and include the use of one or more hashtags.
• All of these posts received like reactions, but only 105 posts or around 77% garnered one or more comments.
• In total, the posts received 1,061 comments and 42,639 reactions which include 39,373 like, 2,013 celebrate, 1,225 love, 14 insightful, and 14 curious reactions.
• On average, the posts received 7.8 comments and 313.5 reactions which include 289.5 like, 14.8 celebrate, 9.0 love, 0.1 insightful, and 0.1 curious reactions.
• The average engagement rate for Ulta posts that use a hashtag or @ tag to tag itself is 0.14%.
• Ulta made one video post in the past six months that garnered 7,361 views, 258 reactions, and 1 comment.

Ulta Posts Tagging Others Using @ Tag

• In the last 6 months, the @ tag was used to tag other Linkedin users/pages in 29 posts.
• All of these posts received like reactions, but only 20 posts or around 69% garnered one or more comments.
• In total, the posts received 124 comments and 6,188 reactions which include 5,678 like, 310 celebrate, 194 love, 3 insightful, and 3 curious reactions.
• On average, these posts received 4.3 comments and 213.4 reactions which include 195.8 like, 10.7 celebrate, 6.7 love, 0.1 insightful, and 0.1 curious reactions.
• The average engagement rate for such posts is 0.09%.

Research Strategy

Findings

• In the last six months, Ulta Beauty posted 325 posts with hashtags.
• In the same period, the company posted 203 posts with a @ tags.
• In total, Ulta Beauty posted 351 times in the last 24 weeks.
• The average engagement rate for posts with hashtags is 0.31%, while the same metric for posts with @ tags is 0.32%.
•  The majority of posts include both hashtags and @ tags.

Research Strategy

Ulta Beauty Instagram

• Ulta Beauty had 318 posts during the past six months.
• The account had generated about 2.067 billion impressions from the posts.
• Additionally, the engagement rate for each post is 0.34%.
• The average engagement per post each month is about 22,390 (likes and comments).

Ulta Beauty Followers with the Biggest Reach

Kylie Cosmetics

• Kylie Cosmetics is a follower of Ulta Beauty on Instagram.
• It has 22.6 million followers on Instagram, 3.88 million followers on Facebook, and 899,000 followers on Twitter.

Anastasia Beverly Hills

• Anastasia Beverly Hills is a follower of Ulta Beauty on Instagram.
• It has 20.1 million followers on Instagram, 1.88 million followers on Facebook, and 785,000 followers on Twitter.

M.A.C Cosmetics

• M.A.C Cosmetics is a follower of Ulta Beauty on Instagram.
• It has 23.2 million followers on Instagram, 20 million followers on Facebook, and 1.58 million followers on Twitter.

Research Strategy

Calculations

• December–411,601 likes + 2529 comments= 414,130 engagements
• November–1,426,691 likes + 26,262 comments= 1,452,953 engagements
• October–1,511,431 likes + 14,853 comments= 1,526,284 engagements
• September–1,036,602 likes + 36,933= 1,073,535 engagements
• August–1,481,369 likes + 27,076 comments= 1,508,445 engagements
• July–1,129,555 likes + 15245 comments= 1,144,800 engagements

FACEBOOK ENGAGEMENT

• In May 2019, the company had 23  posts on Facebook that generated 13,753 likes in addition to 6,146 comments and 4,302 shares.
• In June 2019, the company had 22 posts on Facebook that generated 15,858 likes in addition to 5,624 comments and 1,716 shares.
• In July 2019, the company had 25 posts on Facebook that generated 21,283 likes in addition to 10,452 comments and 5,130 shares.
• In August 2019, the company had 15 posts on Facebook that generated 13,241 likes in addition to 2,745 comments and 690 shares.
• In September 2019, the company had 29 posts on Facebook that generated 15,875 likes in addition to 3,907 comments and 1,014 shares.
• In October 2019, the company had 17 posts on Facebook that generated 9,887 likes in addition to 3486 comments and 1,455 shares.
• In November 2019, the company had 25 posts on Facebook that generated 15,643 likes in addition to 4,177 comments and 1,712 shares.
• In December 2019, the company had 10 posts on Facebook that generated 6,051 likes in addition to 929 comments and 249 shares.
• Ulta Beauty had 156 Facebook posts from 1 May 2019 to 30 November 2019. Its posts over this period generated 105,540 likes in addition to 36,537 comments and 16,019 shares. Over this period, each post had on average 677 likes in addition to 234 comments and 103 shares.

IMPRESSIONS

• On Facebook, Ulta beauty has over 22 million impressions and currently has an estimated 119 million impressions.

TOP FOLLOWERS

• Influencer Kylie Jenner follows Ulta Beauty. Kylie Jenner's influencer profile has 152 million followers on Instagram, 29.6 million followers on Twitter, and 22 million followers on Facebook.
• Cosmetics company Kylie Cosmetics follows Ulta Beauty. The company has 22.6 million followers on Instagram. 896,000 followers on Twitter, and 3.8 million followers on Facebook.

RESEARCH STRATEGY

Posts

• According to a count conducted on the Ulta Beauty LinkedIn page, the company made approximately 128 posts in the last six months.
• Hopper defines engagement rate as the number of interactions divided by the number of account followers. This is the definition we used for the engagement calculations.
• The engagement rate for the posts ranged from a low of 0.01% to a high of 0.85%. The average engagement in the time period was 0.11%.
• According to Acumen, an engagement rate of 2% is considered good for LinkedIn.
• Sprout Social defines impressions as the number of times a post is shown.
• Data on the number of impressions was generally not available. However, there was one post on the Ulta LinkedIn page during the last six months that provided the number of views, in addition to the typical data on comments and likes. That post had 7,361 views, as can be seen on the screenshot provided. LinkedIn defines views as, "When you share an update, a "view" is counted when the update is loaded on the viewer's screen. Viewers do not necessarily need to click or read the update to count as a view, but rather have the update loaded on their Homepage."
• The estimated reach for an Ulta Beauty post on LinkedIn is 8.2 million.

LinkedIn Followers

• LinkedIn does not allow the public to see the names of a company's LinkedIn followers. The only access publicly available to those names happens when someone likes or comments on a post. However, it should be noted that just because someone likes or comments on a post, that does not mean they follow the account.
• Because the follower names were not available, there was no way to determine which followers have the biggest reach on social media. It should be noted that even if the names were available, with over 230,000 followers, there would be no practical way to determine which had the biggest reach on social media as each name would have to be individually examined which would fall outside the scope of this request.

Research Strategy

• Number of Ulta Beauty employees on LinkedIn * percentage of employees who will share content *average number of LinkedIn followers per person * percentage of non-employees who will share * average number of LinkedIn followers
• The calculation assumes that 3% of employees will share company content and that each person on LinkedIn has an average of 500 followers. The calculation assumes that 5% of non-employees will also share the content once it is shared with them.
•  21,753 * 3% * 500 * 5% * 500 = 8.2 million
• This calculation is based on many assumptions and is likely to differ significantly from the actual reach numbers provided by LinkedIn. However, since those numbers were not publicly available, this was the best option available to us.

Ulta Beauty on Twitter

• Ulta Beauty made 114 posts from the last 6 months.
• Ulta received 1,082 comments from its posts. This is an average of 9.5 comments per post.
• There were 4,737 retweets (shares) from these posts. This is an average of 41.5 retweets per Twitter post.
• Finally, Ulta received a total of 38,903 likes from these 114 posts. This is an average of 341.3 likes per tweet.
• The tweet with the single-highest level of engagement was a comical picture of pumpkins with mud face masks, fake eyelashes and towels where one's "hair" would be (made up to look like a spa day), captioned, "Them: What are your plans this weekend? Us: [picture]". It received 33 comments, 928 retweets and over 7,000 likes.
• The other posts with the highest engagement levels were announcements of new makeup brands launching at Ulta (usually associated with celebrities).
• Some of Ulta's largest followers are celebrities. These include Ellen DeGeneres (75 million), Ariana Grande (67.9 million), Kylie Jenner (29.6 million) and Kerry Washington (5.3 million). Some of Ulta's largest brand followers are Urban Decay (1.1 million), Sephora (2.3 million) and MAC Cosmetics (1.4 million).
• The reach or total impressions of a Twitter post (or page) is only available to the account owner. Ulta Beauty has 654,200 followers. Their most popular post garnered 7,000 likes, which is still only a small percentage of followers.
• Total engagement from the last 6 months is 44,722 (likes plus comments plus retweets).

1. Sephora

•  Sephora is a primary competitor to Ulta as its services and offerings are nearly identical to those of Ulta.
• Sephora's U.S. headquarters are based in San Francisco, California.
• As Forbes indicates, "Ulta and Sephora dominate the specialty retail market for beauty and cosmetics."
• Sephora, like Ulta, is an omni-channel retailer that offers makeup products, skincare products, hair products, beauty tools, fragrances, bath and body products, and beauty gifts for both men and women.
•  Services include Makeup Minis, Skincare Minis (in-store demonstrations), and skincare treatments in store.

2. Sally Beauty

• Sally Beauty has been identified as a primary competitor to Ulta as it is a "specialty retailer and distributor of professional beauty supplies."
• Sales channels for Sally Beauty include in-store and online.
• Sally Beauty's headquarters are in Denton, Texas.
•  Products offered by Sally Beauty include hair products, nail products, makeup products, skincare products, hair removal products, jewelry, sunglasses, totes, containers, and barber and salon equipment (chairs, dryers, carts, shampoo stations, etc.).
• Sally Beauty does not appear to provide any in-store services.

3. Lush

• Lush is a competitor to Ulta because it is a "manufacturer and retailer of fresh handmade cosmetics."
• Lush's products can be purchased either online or in-store.
• The company's headquarters are in Bolingbrook, Illinois.
•  Products offered by Lush include bath products, hair products, skincare products, makeup, body products, fragrances, deodorants, and shaving products.
• Lush does not appear to provide any in-store services.

4. Nordstrom

• Nordstrom is considered a competitor to Ulta because it is a retailer that offers high-end cosmetics, makeup, skincare products, fragrances, and hair care products.
• Customers can purchase items from Nordstrom both in-store and online.
• Nordstrom's headquarters are in Seattle, Washington.
• In addition to cosmetics, makeup, fragrances, hair products, and skincare products, Nordstrom also offers jewelry, clothing, home products, gifts, electronics, and decor.
• Nordstrom also offers services including alterations and tailoring, in-store beauty services (brand demonstrations), and personal shopping.

5. Macy's

• Macy's is considered a competitor to Ulta because it is a retailer that offers high-end cosmetics, makeup, skincare products, fragrances, and hair care products.
• Items from Macy's can be purchased both online and in-store.
• Macy's headquarters are in Cincinnati, Ohio.
• In addition to cosmetics, makeup, hair care, and skincare products, Macy's also offers clothing, jewelry, home products, shoes, toys, gifts, decor, and furniture.
•  Services offered by Macy's include a personal stylist service, a wedding registry, fashion shows, cooking demonstrations, personal shopping and more.

Research Strategy

Sephora Six Months Facebook Analysis

• As of December 10, 2019, Sephora had 18,780,786 Facebook followers.
• The company made a total of 289 posts on Facebook between June 10 to December 10, 2019.
• Its Facebook posts generated combined 51,7736 reactions, 17,409 comments, and 17,857 shares.
• Within the six months, the company had a total of 553,002 engagements on Facebook.
• The month of August saw the highest engagement rate with 204,135 engagements while December has the least number of engagements with 13,859 engagements.
• We calculated the average engagement per post during the past six months as 1,913.5, while the average engagement rate per post during the past six months is 0.01%.
• Sephora's Facebook posts have generated 169,027,074 impressions.
• The Facebook account posts are centered around the brand's products accompanied by video illustrations. Sephora communicates with its audience through video and image contents containing either a description of the brand's products or links to its online store.

Sephora Six Months Twitter Analysis

• As of December 10, 2019, Sephora had 2,400,000 Twitter followers.
• Its Twitter posts generated combined 1,192 comments, 5,096 retweets, and 48,479 likes.
• Within the six months, the company had a total of 54,767 engagements on Twitter.
• The company made a total of 460 posts on Twitter between June 10 to December 10, 2019.

• The month of September saw the highest engagement rate with 11,601 engagements while December has the least number of engagements with 1,764 engagements.
• We calculated the average engagement per post during the past six months as 119.05, while the average engagement rate per post during the past six months is 0.005%.
• Sephora's Twitter posts have generated 200,400,000 impressions.
• Sephora's Twitter posts are about the company's products accompanied by a description of the product and links to its online store.

Research Strategy

Triangulation

• December; 12,683 likes + 736 comments + 440 shares = 13,859 engagements.
• November; 39,914 likes + 3,127 comments + 1,715 shares = 44,756 engagements.
• October; 86,593 likes + 3,933 comments + 3,519 shares = 94,045 engagements.
• September; 85,858 likes + 2,290 comments + 3,065 shares = 91,213 engagements.
• August; 194,754 likes + 3,882 comments + 5,499 shares = 204,135 engagements.
• July; 63,034 likes + 1,938 comments + 2,269 shares = 67,241 engagements.
• June; 34,900 likes + 1,503 comments + 1,350 shares = 37,753 engagements.
• Overall engagement during the past six months: 13,859 + 44,756 + 94,045 + 91,213 + 204,135 + 67,241 + 37,753 = 553,002 engagements on Facebook
• Average engagement per post during the past six months: 553,002 (Overall engagement) / 289 (Number of posts during the past six months)= 1,913.5 engagements per month.
• Engagement rate per post= 1,913.5 (Average engagement per post during the past six months) / 18,780,786 (Followers) * 100 = 0.01% Engagement rate per post during the past six months.
• Facebook impressions = 9 (number of posts with #sephora) * 18,780,786 = 169,027,074.

• December; 41 comments + 179 retweets + 1,544 likes = 1,764 engagements.

• November; 177 comments + 901 retweets + 8,426 likes = 9,504 engagements.
• October; 224 comments + 913 retweets + 8,108 likes =9,245 engagements.
• September; 242 comments + 1,075 retweets + 10,284 likes = 11,601 engagements.
• August; 267 comments + 1,040 retweets + 9,123 likes = 10,430 engagements.
• July; 136 comments + 585 retweets + 6,502 likes = 7,223 engagements.
• June; 105 comments + 403 retweets + 4,492 likes = 5,000 engagements.
• Overall engagement during the past six months: 1,764 + 9,504 + 9,245 + 11,601 + 10,430 + 7,223 + 5,000 = 54,767 engagements on Twitter.
• Average engagement per post during the past six months: 54,767 (Overall engagement) / 460 (Number of posts during the past six months)= 119.05 engagements per month.
• Engagement rate per post= 119.05 (Average engagement per post during the past six months) / 2,400,000 (Followers) * 100 = 0.00496% ≈ 0.005% engagement rate per post during the past six months.
• Twitter impressions = 100 (number of posts with #sephora) * 2,400,000 (Twitter followers) = 200,400,000.

Sally Beauty

Facebook

• Sally Beauty has 928,907 followers on Facebook.
• The brand has 3.7 million impressions per posts made in the last 30 days.
• The brand has posted 50 times within the last month.
• Sally Beauty has an engagement rate of 0.018% per post.
• The Facebook account posts are centered around the brand's products accompanied by video illustrations. Sally Beauty communicates with its audience through video and image contents containing either a description of the brand's products or links to its online store.

Twitter

• Sally Beauty has 64,100 followers on Twitter.
• The brand has 64,100 impressions per posts in the last 30 days.
• The brand has posted 49 times within the last month.
• Sally Beauty posts have an engagement rate of 0.016% per post.
•  Imagery is used on its Twitter posts, and they are about the company's products accompanied by a description of the product and links to its online store.

Research Strategy

Twitter

• Engagement rate formula = ((engagements / followers) / number of posts) * 100
• Number of posts = 49
• Engagements = 511 (likes + comments + retweets)
• Impressions = 1 (number of hashtags with #lush) * 64,100 = 64,100.
• Average engagement rate = ((511/64,100)/49)*100 = 0.016%

Facebook

• Number of posts = 50
• Engagements = 8,461 (likes + comments + shares)
• Impressions = 4 (number of hashtags with #lush) * 928,907 = 3,715,628
• Average engagement rate = ((8,461/928,907)/50) * 100 = 0.018%

Lush

Twitter

• Lush has 309,000 followers on Twitter.
• The brand has posted 110 contents within the last 30 days.
• Their posts have an average engagement rate of 0.025% per post.
• Lush posts have generated 1.236 million impressions.
• Lush mainly uses images to post contents on the platform. The brand posts are about their products, causes they support, and beauty tips and hacks.

Facebook

• Lush has 1.2 million followers on Facebook.
• The brand has made 74 posts within the last 30 days.
• Their posts have an average engagement rate of 0.019% per post.
• Lush posts have generated 29.389 million impressions.
• Lush mainly uses images to post contents on the platform. The brand uses the platform to highlight causes its supports, promotes sustainability and market their products by providing links to where customers can make purchases.

Research Strategy

Twitter

•  Average engagement rate formula = ((engagements / number of followers) / number of posts) * 100
• Number of posts = 110
• Engagements = 8,438 (likes + comments + retweets)
• Impressions = 4 (number of posts with #lush) * 309,000 = 1,236,000
• Average engagement rate = ((8,438 / 309,000) / 110) * 100 = 0.025%

Facebook

• Number of posts = 74
• Engagements = 23,303 (likes + comments + shares)
• Impressions = 27 (number of posts with #lush) * 1,224,533 = 29,388,792
• Average engagement rate = ((23,303 / 1,224,533) / 74) * 74 = 0.019%

Ulta Beauty Competitor — Nordstrom

Nordstrom

Twitter

• Nordstrom has 745,000 followers on Twitter.
• Nordstrom has made 87 posts in the last six months.
• The account generated 32.78 million impressions from the posts.
• The average engagement rate is 0.0066% per post.
• Nordstrom predominantly uses images with a text description of the image to post contents on the platform. The brand posts are about available products in its stores and links to online sales of the products including discount links if the product comes with a discount. The brand uses influencers in marketing their products.

Facebook

• Nordstrom has 4,853,595 followers on Facebook.
• Nordstrom has 57 posts in the last six months.
• The account has generated 101.93 million impressions from the posts.
• The average engagement rate is 0.012% per post.
• Nordstrom uses GIFs and images to post contents on the platform. The brand posts are about available products in its stores and links to online sales of the products including discount links if the product comes with a discount. The brand uses influencers to market their products.

Research Strategy

Twitter

• Overall engagement = engagement / number of posts
• Average engagement rate = (Overall engagement / number of followers)*100
• Posts = 87
• Engagement in the last six months = 4,270 (comments + likes + retweets)
• Number of impressions = 44 (number of posts with the hashtags) * 745,000 = 32,780,000
• Overall engagement = 4,270/87 = 49.1
• Average engagement rate = (49.1 / 745,000) * 100 = 0.0066%

Facebook

• Number of posts = 57
• Number of impressions = 21 (number of posts with the hashtags) * 4,853,595 = 101,925,495
• Engagements in the last six months = 33,328 (likes + comments + shares)
• Overall engagements = 33,328/57 = 584.7
• Average engagement rate = (584.7 / 4,853,595) * 100 = 0.012%

Macy's Facebook Analysis

• As of December 10, 2019, Macy's had 14,090,569 Facebook followers.
• The company made a total of 53 posts on Facebook between November 10 to December 10, 2019.
• Its Facebook posts generated combined 69,830 reactions, 3,710 comments, and 6,060 shares.
• Within the 30 days, the company had a total of 79,600 engagements on Facebook.
• We calculated the average engagement per post during the past 30 days as 1,502, while the average engagement rate per post during the past 30 days is 0.01%.
• Macy's Facebook posts have generated 140,090,569 impressions.
• The Facebook account posts are centered around the brand's products accompanied by video illustrations. Macy's communicates with its audience through video and image contents containing either a description of the brand's products or links to its online store.

Macy's Twitter Analysis

• As of December 10, 2019, Macy's had 934,400 Twitter followers.
• Within the past 30 days, the company had a total of 2,841 engagements on Twitter.
• The company made a total of 861 posts on Twitter within the past 30 days.

• We calculated the average engagement per post during the past 30 days as 3.3, while the average engagement rate per post during the past 30 days is 0.0004%.
• Macy's Twitter posts have generated 93,940,000 impressions.
• Macy's Twitter posts are about the company's products accompanied by a description of the product and links to its online store.

Research Strategy

Triangulation

• Overall engagement during the past 30 days =79,600 engagements on Facebook
• Average engagement per post during the past 30 days = 79,600 (Overall engagement) / 53 (Number of posts during the past 30 days)= 1,501.88 ≈ 1,502 engagements per month.
• Engagement rate per post= 1,502 (Average engagement per post during the past 30 days) / 14,090,569 (Followers) * 100 = 0.01% engagement rate per post during the past 30 days.
• Facebook impressions = 10 (number of posts with #Macy's) * 14,090,569 = 140,090,569.

• Overall engagement during the past 30 days = 2,841 engagements on Twitter.
• Average engagement per post during the past 30 days 2,841 (overall engagement) / 861 (Number of posts during the past 30 days) = 3.299 ≈ 3.3 engagements per month.
• Engagement rate per post= 3.3 (Average engagement per post during the past 30 days) / 939,400 (Followers) * 100 = 0.00035% ≈ 0.0004% engagement rate per post during the past 30 days.
• Twitter impressions = 100 (number of posts with #Macy's) * 939,400 (Twitter followers) = 93,940,000.

Age

• The age group with the highest index for shopping at Ulta is the under 24-years-old bracket.
• The 25-to-34-year-old age group has the second-highest index for shopping at Ulta, but it is significantly lower than the under 24 bracket.
• All other age groups have low index numbers for shopping at Ulta, although there is a slight uptick in Ulta shoppers between the ages of 45 and 54.
• Moreover, 39% of shoppers between the ages of 18-24 prefer shopping at Ulta over Sephora.
• In March 2018, the highest percentage of Ulta shoppers (23.1%) were in the 18-to-24-year-old age group.
• According to a public relations plan prepared for Ulta, its primary regular shopper is under the age of 24.
• Using this data, the average age of an Ulta shopper is between 18 and 24 years old.

Ethnicity

•  Hispanics have the highest index for shopping at Ulta, followed by Caucasians at a slightly lower index number.
• However, a public relations plan identifies Caucasians as its regular shopper demographic.
• Therefore, the typical Ulta shopper is likely Caucasian, but Hispanics are purchasing more often from Ulta than they have in the past.

Education Level

• Ulta shoppers with advanced college degrees have the highest index for Ulta shoppers, followed by those who have attended college.
• Therefore, the typical Ulta shopper has an advanced college degree.

Income

• People who have household incomes of $125,000 or more represent the typical Ulta shopper, although the income bracket of $100,000 to $125,000 is a close second.
• Additionally, 35% of people who earn an income over $150,000 prefer to shop at Ulta.
• Therefore, the average household income for Ulta shoppers is at least $100,000.

Gender

• Ulta's primary regular shoppers are females with no kids.
• According to CivicScience, 17% of women in the U.S. purchase their cosmetics and makeup from specialty beauty stores like Ulta.
• In that same survey, 39% of participating women had a favorable view of Ulta and a "strong majority of those favorable to the brands were women."
• This indicates that the typical Ulta shopper is a female.

Location

• The majority of Ulta stores are located in the East Coast and Midwest regions.
• Ulta does not have a strong following on the West Coast.
• Therefore, in terms of location, most Ulta shoppers live in either the East Coast or the Midwest regions of the U.S.