Optimizing Digital Advertising with Analytics
Budget: $30 – $250 USD
Simple analytics for 3 Excel data sets.
• Identify the top five keywords by sorting the data according to impressions, clicks and revenue (across search engines). Put these top 5 results in a table.
Impressions Clicks Revenue
#1 #1 #1
#2 #2 #2
#3 #3 #3
#4 #4 #4
#5 #5 #5Part B: Calculate Last Touch & First Touch Attribution
In this part, you will look at the attribution of sales to different type of paid media under two different attribution models: last touch and first touch. Compute the sales amount that is attributed to each type of paid media under the attribution models. Show these results in the table below.
Part C: Calculate ROA
Suppose the advertising expenditures by HHI for the four types of paid media during a typical one-month period are as follows:
• Display Ads: $15,000
• Facebook Ads: $30,000
• Google Search(Brand): $25,000
• Google Search (Non-Brand): $30,000
Suppose the contribution margin on sales before advertising spending is 30% (this is common to all paid media). Use the results you obtained in Part B, above, to compute the Return on Ad $ % (ROA%) for each of the four types of paid media for the one-month period for both first touch and last touch.
• Identify the top five keywords by sorting the data according to impressions, clicks and revenue (across search engines). Put these top 5 results in a table.
Impressions Clicks Revenue
#1 #1 #1
#2 #2 #2
#3 #3 #3
#4 #4 #4
#5 #5 #5Part B: Calculate Last Touch & First Touch Attribution
In this part, you will look at the attribution of sales to different type of paid media under two different attribution models: last touch and first touch. Compute the sales amount that is attributed to each type of paid media under the attribution models. Show these results in the table below.
Part C: Calculate ROA
Suppose the advertising expenditures by HHI for the four types of paid media during a typical one-month period are as follows:
• Display Ads: $15,000
• Facebook Ads: $30,000
• Google Search(Brand): $25,000
• Google Search (Non-Brand): $30,000
Suppose the contribution margin on sales before advertising spending is 30% (this is common to all paid media). Use the results you obtained in Part B, above, to compute the Return on Ad $ % (ROA%) for each of the four types of paid media for the one-month period for both first touch and last touch.