description of analysis of marketing data

1. Virtual Internship Project Report-
Aditya
Suggested solution: Remove Campaigns 3 and 10

2. The Problem:
Discontinuing an Ad-Campaign

3. Problem
Statement
We have to discontinue an
existing Ad-campaign based
on its performance
Poor performing Ad-campaigns can
be a cause for losses or excessive
expenditure on the company’s side
as they are not reaching the right
target audience.

4. ADS
Facebook Ads are a great way to advertise anything Really!!!
With an estimated 2.8 Billion monthly users, Finding an audience for your product
is a PIECE OF CAKE.
Facebook ads work on PPC(Pay-Per-Click) Model, which means the advertiser has
to pay a certain amount only when a user clicks on the ad.

5. Factors
considered:
Helps in understanding how
much the company is spending
per potential customer.
Needs to be Low.
Cost per result/click:
Frequency(clicks):
Helps in understanding how many times
a unique person has clicked the ad.
Desired to be high.
1) Cost per result/click
2) Frequency(Clicks)
3) Conversion rate(ULC/UC)
4) CTR (Click through rate)

6. Factors
considered:
1) Cost per result
2) Frequency
3) Conversion
rate(ULC/UC)
4) CTR (Click through rate)
Helps in understanding what
percentage of people actually
clicked on the Ad after looking at it.
Expected to be high
Click through rate
Conversion rate:
Helps in understanding how many
people are actually interested(ULC)
vs how many have just clicked the ad.
Expected to be high.

7. Solution suggested:
Discontinue Campaigns 3 & 10

8. Comparing cost
per result
The COST per RESULT of Campaign 3
is exorbitantly high when compared
to other campaigns.
Especially when you consider that
campaign 2 which also covers
students in Australia has a very
minimal cost.
The COST per RESULT of Campaign
10 is also very high when compared to
other campaigns.

9. Comparing Cost
per Click
The COST per CLICK of Campaign
3 is very high at 7.14 .
The COST per CLICK of Campaign
10 is also very high at 7.07 .

10. Comparing CTR
The CTR of Campaign 3 on a whole
is 3.33% .
The CTR of Campaign 10 on a
whole is 2.96% .
Considering the cost beared,
having such a small CTR is not
preferable.

11. Comparing
Conversion rates
The conversion rate of
campaign 3 is just 40.36%. This
is the lowest conversion rate of
all.
The conversion rate of
campaign 10 is just 54.28%.

12. Comparing
Frequency
Almost All the Ad Campaigns
have the Same Frequency. But
of them Campaign 3 and
Campaign 10 have frequencies
which are lower than others .

13. Graph of Factors considered against all the
campaigns

14. From the graph above, we can conclude that Campaigns
3 & 10 have:
● higher Costs per result
● higher Costs per click
● Lower frequencies
● Lower CTR’s
● Lower conversion rates
All of which indicate that these are the worst performing Ad-
Campaign of the 11 Ad-campaigns currently being run.
INSIGHTS

15. & Thank you!