Purchase the “Rocket Fuel: Measuring the Effectiveness of Online Advertising” case from Harvard Business Publishing using this link:
Read pages 1-3 of the case study. Answer the following questions, using the data in the attached Excel file Download the attached Excel file.
- Was the advertising campaign effective? How many people converted (purchased a handbag) in the test group and in the control group? What was the conversion rate (%) in the two groups? (25 points)
- What was the increase in revenue, assuming $40/handbag, resulting from the campaign? (10 points)
- What was the cost of the campaign? (10 points)
- What was the ROI of the campaign? (10 points)
- What is the minimum number of impressions (the nearest 10) required for conversion? (10 points)
- At what number of impressions do returns starts to decline? (10 points)
- What do questions 5 & 6 imply for buying impressions? (10 points)
- What additional kinds of data would you collect/acquire to better segment potential customers for future marketing campaigns? (15 points)
Sample Solution