Read the case study, and answer the following questions using the attached excel file. If there are calculations needed, please give the formula.
- 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?
- What was the increase in revenue, assuming $40/handbag, resulting from the campaign?
- What was the cost of the campaign?
- What was the ROI of the campaign?
- What is the minimum threshold-level of impressions (the nearest 10) for the campaign to be effective?
- At what level of impressions (the nearest 10) do the campaign’s returns/impact start to decline?
- What is your recommendation for the volume of impressions to purchase?
- How would you know if your calculated ROI is repeatable and can be applied to future campaigns?
- Based on your learnings from this trial, what improvements would you recommend to Taskabella for future campaigns of the handbag?
- What additional kinds of data would you collect/acquire to better segment potential customers for future marketing campaigns?
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