Briefing 4 - Data-Driven Marketing

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Rutgers University, Camden *

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52:630:361

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Marketing

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Feb 20, 2024

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Briefing 4: Data-Driven Marketing Case Study (Rocket Fuel) The purpose of this assignment is to give you a hands-on experience about data-driven marketing by examining a digital marketing campaign from a secondary data. Type your answer below each question within this briefing document. The briefing should be completed individually, saved to your computer, and submitted online before its due date. The total score of this briefing is 3 pts. Questions: *Calculations are necessary to answer the questions below (see the spreadsheet in the case supplementary materials) 1. (1 pt) Was the advertising campaign effective? Did additional consumers convert as a result of the campaign? The advertising campaign was effective. Additional consumers did convert as a result of the campaign, in fact, it was 4,342 to convert from the exposed group. 2. (1 pt) Was the campaign profitable? Yes. - How much more money did TaskaBella make by running the campaign (excluding advertising costs)? TaskaBella made $173,719 from the campaign. More money did TaskaBella made by running the campaign = (worth of converted user) *(no of exposed users)*( increase in converted users with the ad) =$40*564,577 * 0.77% =$173,719 - What was the cost of the campaign? The cost of the campaign was $131,375. - Calculate the ROI of the campaign. Was the campaign profitable? The ROI of the campaign is 32.23% and the profit from the campaign is $42,345. - What was the opportunity cost of including a control group? How much more could have TaskaBella made with a smaller control group or not having a control group at all? If there was no control group, 0.77% users from control group would have converted so the worth of these users are the opportunity cost. If there was no control group, TaskaBella could have made another $7,238. 3. (1 pt) How does consumer response to advertising vary on different days of the week and at different times of the day? - Create a chart with the conversion rates for the control group and the exposed group as a function of the day of week when they were shown the most impressions.

- Create the same chart for hours within a day (excluding the period between midnight and 8 am). - What days/hours is advertising most/least effective? The most effective day is Monday between 3pm to 4pm and the least effective is Saturday. 2

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Briefing 4 - Data-Driven Marketing

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