Marketing Campaign Analysis

Running Head: ROCKET FUEL 1

ROCKET FUEL

Junjie Wang

APAN5100

10/22/2020

ROCKET FUEL 2

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?

Ideally the rocket fuel advertising campaign was effective as per the leading experts who

issued guidelines on who the concept will be applied and reinforced. According to the preferred

article 590000 users were approximately identified and out of the number 15000 purchased the

handbag. The conversation was that if they get a chance of getting a price tag of estimate of $9

which will represent thousand impressions. When the company is offered $100 as a price tag for

the bags and then the variable cost relates to the concerned units then this would be a good deal

since the user is worth making an estimate of around $40 of which will be a great advantage to the

company. The other argument was much promising to the company since as per the previous

campaigns showed that with an estimated cost per thousands of $10Would result to a good amount

of increment which would range between$10 to $15 per and that give a good and motivating news

in both parties. This would apply for only single advertisement whereby in multiplication the end

result is very impressive.

What was the increase in revenue, assuming $40/handbag, resulting from the

campaign?

With the assumption of $40 per bag the an increase of $60 would be experience since the

entire proposed price was higher the genuine expense incurred.to get the increment the analysis

and calculations should be conducted systematically as per single conversion attained.

What was the cost of the campaign?

ROCKET FUEL 3

The cost of campaign was basically based on the comparison between the conversion

values which enabled to rate the profit attained giving a proper idea on how the idea of

advertisement has helped in various ways. Various section was considered whereby the analysis

of how effectiveness of the advertisement was as per the users’ impressions in term of numbers.

This was a clear clarification of how the cost could be arrived at. The cost of the campaign was

also determined by the number of presentations in relation to the duration in terms of days and the

hours the advertisement was run weekly and how the way of response was affected in terms of

change. This process protocols would end up showing the real cost of the campaign which was

incurred. On the other side the return on investment of the campaign was in other words evidently

very strong since this required meeting with the concerned party and therefore discussion is held

visually. This would only depend on the number of users convinced per the conversion process

taking place.

What was the ROI of the campaign?

The end of each campaign approximately 14.5 million users were impressed which

averagely was equivalent to the value of $9 and this was the minimum number of conversions

which could be attained in a particular session.

What is the minimum number of impressions?

When the maximum number of impressions is achieved and most of the reacted on it then

at this point the number of returns begins to go down since there are limited users who are paying

attention on it and also the advertisement has just been generally common.

At what number of impressions do returns starts to decline?

ROCKET FUEL 4

For the buying impressions the more conversion session will lead to increased profits which

will be a good performance for the company. On the other hand the declining of the impressions

decreases the buying capacity since the number of the users has generally decreased. The buying

capacity is in relation to the number of impressions acquired per a single conversion.

What do questions 5 & 6 imply for buying impressions?

The artificial network could be employed whereby the analyzation of how various

information are processed trough the computer networks. This can be able to be utilized under

different circumstances since it is long lasting and can be activated as per the needs of the user.

This would give a great opportunity to the need for future utilization. This can even work beyond

the human knowledge which may not be able to be retrieved in case of need for future reference.

This will give an opportunity to an increased marketing campaigns which will enhance the

economic development.

What additional kinds of data would you collect/acquire to better segment potential

customers for future marketing campaigns?

The additional information that I will gather is about artificial network to effective segment

potential customers for future marketing campaigns. In addition, I will gather information on priori

segmentation, needs oriented segmentations and value based segmentations. This information will

be effective in segment potential customer for future marketing campaigns.

ROCKET FUEL 5

References

Katona, Z., & Bell, B. (2017). Rocket fuel: Measuring the effectiveness of online

advertising. The Berkeley-Haas Case Series. University of California, Berkeley.

Haas School of Business.

Choi, H., Mela, C. F., Balseiro, S. R., & Leary, A. (2020). Online display advertising

markets: A literature review and future directions. Information Systems Research.

Shariff, M. J., Kaushil, H., Likhitha, S., Bhootpur, N., & Mohan, S. Design and

Development of a Cost-Effective Reloadable Motor for Sounding Rocket.

In Innovative Design, Analysis and Development Practices in Aerospace and

Automotive Engineering (pp. 443-450). Springer, Singapore.