Columbia University - MARKETING 12 1)Who is the Sephora customer? What is their motivation for purchasing a product from Sephora? What crosses their minds as they lead up to purchasing a product at Sephora?                 As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about? Why?                 What do you make of Sephora’s digital and social media efforts as of the fall of 2010?                 Assuming Bornstein receives the additional funding, how should Bornstein allocate her budget across the various digital categories? If the additional funding requested must be shifted from Sephora’s other marketing spending, where would you suggest to cut? Why?                 What should be the strategic goal of Sephora’s digital and social marketing programs? What metrics should the company use? How can Bornstein satisfy the CEO’s desire to “win” in the digital space?