Read the case Rocket Fuel: Measuring the Effectiveness of Online Advertising.
When you download the case, make sure to get the data that goes with it. Then, in Excel (or any other stats program you are comfortable with), work through the following questions. These are largely cumulative your answer to Q1 will inform how you approach Q2 etc). However, in the discussion thread, I want you to ONLY post your answer to Question 6. PLEASE DO NOT POST ALL YOUR ANSWERS (to questions 1, 2, 3, etc…), only the ONE chart and related discussion.
Questions:
- Q1: Was the advertising campaign effective? Did additional consumers convert as a result of the campaign?*
- Q2: How much more money did TaskaBella make by running the campaign (excluding advertising costs)? [= (value of converted user) X (number of exposed users) X (conversion percentage of exposed users conversion percentage of control users) ]
- Q3: What was the cost of the campaign? [= (total number of impressions) X (average CPM)]
- Q4: Calculate the ROI of the campaign. Was the campaign profitable? ROI = (revenue cost)/(cost)
- Q5: What was the opportunity cost of including a control group? How much more could Taskabella have made with a smaller control group, or by not having a control group at all? [(value of converted user) X (number of users in control group) X (conversion percentage of exposed users conversion percentage of control users) ]
- Q6: How did the number of impressions seen by each user influence the effectiveness of advertising? Create a chart of conversion rates as a function of the number of ads displayed to users. In that same chart, plot conversion rates for those who were in the control group and for those who were exposed to the ad. Group together the number of impressions as necessary to obtain a meaningful plot. What can you infer from the chart? In what region is advertising most effective? If your manager asked for a single number (not a range but a number), what would you tell them?
- Just need the answer to question 6
Get this or a similar paper done in as fast as 4 hours, 24/7.
NB: We do not sell prewritten papers. All essays are written from scratch according to specific needs and instructions
✔Secure Service ✔ Plagiarism Free ✔On-time Delivery
Leave a Reply
You must be logged in to post a comment.