It is very important for analytics to have the ability to review ca...

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It is very important for analytics to have the ability to review campaign performance and give direction on what needs to be kept and what needs to be cut from the budget. Using the attached example of one of our TV campaign stat sheets, please answer each of the following questions, including detailed explanation if necessary. The goal is to stay under a $550 CPA, with the target of hitting a $400 CPA, while sustaining a given budget.

1. Which two week span produced the highest sales total?
A. What was that number?
B. What was the CPA during that two week period?
C. What was the total expense during that two week period?


2. What are the best 3 trending DMA’s during this 6 week span?   


3. What is the best performing “buy” (station & program) in the 3 markets you selected?   

4. Our target is a $15k net budget per week for the remaining 3 weeks of December 2012. You can only use up to two spots per week per timeslot on each station. You can select as many timeslots as you prefer to use per station based on the data you see. Produce a full order and include each timeslot on each station you would purchase and the corresponding net cost for each timeslot.   
A. What would be your forecast for total sales per week?
B. What is the CPA average per week for the last three weeks in December?
C. How did you determine your answer to Question 4B?


5. Considering all information within the Excel sheet, what else would you analyze to improve ROI and grow this campaign?   

6. What negative trends have you noticed that need to be adjusted?   

7. What positive trends have you noticed that should be capitalized on?   

8. In the number series below, nothing has changed with volume or rates. Please complete the cells with your CPA projections for November and December.

Month Orlando CPA                Tampa CPA             Jacksonville CPA
Jan              $250                             $800                             $450
Feb              $225                             $750                             $350
March           $310                             $775                             $350
April              $390                             $780                             $425
May              $405                             $650                             $450
June           $430                             $500                             $600
July              $500                             $400                             $350
Aug              $460                             $425                             $425
Sept              $600                             $450                             $450
Oct              $550                             $425                             $500
Nov
Dec

A. How did you determine your projections?


9. Considering all information within the Excel sheet, what other questions do you have that you believe affect the bottom line of these campaigns?

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These solutions may offer step-by-step problem-solving explanations or good writing examples that include modern styles of formatting and construction of bibliographies out of text citations and references. Students may use these solutions for personal skill-building and practice. Unethical use is strictly forbidden.

It is very important for analytics to have the ability to review campaign performance and give direction on what needs to be kept and what needs to be cut from the budget. Using the attached example of one of our TV campaign stat sheets, please answer each of the following questions, including detailed explanation if necessary. The goal is to stay under a $550 CPA, with the target of hitting a $400 CPA, while sustaining a given budget.

1. Which two week span produced the highest sales total?

The Sheet “By Week” has been used to answer this question

A. What was that number?

By seeing the information in the column # of Sales, the highest values are 78 and 63 and this corresponds to the weeks of 11/26/2012 and 12/3/2012 respectively.

B. What was the CPA during that two week period?

The CPA was $399.99 and $533.75 during 11/26/2012 and 12/3/2012 respectively. The values were used from the column named “CPA”.


C. What was the total expense during that two week period?

The column values in “Total spend” are used. For the week of 11/26/2012, the total spend was $31,199 and for the week of 12/3/2012, the total spend was $33,626.



2. What are the best 3 trending DMA’s during this 6 week span?   

To do this, I created a new pivot table as shown in Excel by the name ‘By Market’. The best DMAs were the ones with highest number of sales. The highest numbers of sales are 90, 54 and 29 respectively. Thus the best markets are Pittsburgh, Atlanta and Norfork respectively.

3. What is the best performing “buy” (station & program) in the 3 markets you selected?   

The Sheet named “By Station” has been used to answer this.
In the top, the area was selected as “Pittsburgh”. Then the station and program with highest sales was selected. For Pittsburgh it was 27 and the show and station are News and ABC – 13 Pittsburgh.
Similarly, for Atlanta, it was News, NBC – 13 Atlanta.
For Norfork, it was News, ABC – 30 Norfork....

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