Rocket Fuel: Measuring the Effectiveness of Online Advertising
Case Analysis
Was the advertising campaign effective? Did additional consumers convert as a result of the ad campaign? (10 points)
Was the campaign profitable? (20 points) Please show all of your work/logic in computing the calculations. If you do not show your work, points will be taken off.
How much more money did TaskaBella make by running the campaign (excluding advertising costs)?
What was the cost of the campaign?
Calculate the ROI of the campaign. Was the campaign profitable?
What was the opportunity cost of including a control group; how much more could TaskaBella have made with a smaller control group or not having a control group at all?
How did the number of advertising impressions seen by each user influence the effectiveness of advertising? (20 points) Please show all of your work/logic in computing the calculations. If you do not show your work, points will be taken off.
Create a chart of conversion rates as a function of the number of ads displayed to users. Plot conversion rates for those who were in the control group and for those who were exposed to the ad. Group together number of impressions as necessary to obtain a meaningful plot. (Conversion rate means the percentage of unique users who made a purchase.)
What can we infer from the charts? In what region is advertising most effective?
What do the above figures imply for the design of the next campaign assuming that response would be similar?
How does consumer response to advertising vary on different days of the week and at different times of the day? (20 points) Please show all of your work/logic in computing the calculations. If you do not show your work, points will be taken off.
Create a chart with the conversion rates for the control group and the exposed group as a function of the day of the 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?

In measuring the effectiveness of online advertising, the number of advertising impressions seen by each user plays a crucial role. According to research, the higher the number of impressions a user sees, the more likely they are to respond positively to the advertising. This is because repeated exposure to the same ad increases the user's familiarity with the product or service being advertised, which in turn enhances brand recall and recognition.

To determine how consumer response to advertising varies on different days of the week and at different times of the day, data analysis is needed. The first step is to collect data on consumer response rates on each day of the week and at different times of the day. This data can be obtained through tracking user engagement metrics such as click-through rates, conversion rates, and bounce rates.
Once the data is collected, it can be analyzed to identify patterns and trends. For instance, if the data shows that consumer response rates are consistently higher on weekends than on weekdays, it suggests that advertising on weekends is more effective than on weekdays. Similarly, if the data shows that consumer response rates are highest during lunchtime, then advertising during this period is more effective than during other times of the day.
To create a chart for hours within a day, the data can be segmented into hourly intervals and plotted on a graph. This will show the hourly trends of consumer response rates, which can be used to identify peak and off-peak periods.
Overall, the most effective days/hours for advertising will depend on the target audience and the type of product or service being advertised. For example, if the target audience is working professionals, advertising during weekdays may be more effective than on weekends. Similarly, if the product or service is related to food, advertising during lunch and dinner hours may be more effective than during other times of the day. Therefore, it is important to analyze data and identify patterns to determine the most effective advertising strategies for a specific audience and product/service.

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