Data analysis for RATA Indonesia from external data

1. Media Plan &
Data Analysis
for RATA Indonesia

2. AD-SET DATA
1. Counted the average of CPR, CPC, and CTR to quick
glance on every ad set performance. The ad-set
dataon middle stack shows CPR result above the
average in red.
2. The ad-set data on lowest stack shows shows ad-set
with 0 result
3. The ad-set data on highest stack hows frequency >3
as signal for frequency fatigue
4. 15/31 from total ad-set that currently running,
these ad-set are not performing good based on the
lead result, frequency fatigue, and cost per lead.

3. DEMOGRAPHIC
DATA
1. Counted the total amount spent to see how much allocation per age and gender data.
2. Add CPL coloumn to count cost per website leads per data.
3. The Demographic data with green highlight shows the best performing demographic based on CPL
4. The Demographic data with red highlight shows data with CPL above the average
5. The Demographic data with yellow highlight shows Data with frequency fatigue

4. PLACEMENT DATA
1. Counted the total amount spent to see how
much allocation per age and gender data.
2. Add CPL coloumn to count cost per website
leads per data.
3.
4. The Placement data with green highlight
shows the best performing placement based
on CPL
5.
6. The Placement data with yellow highlight
shows Data with frequency fatigue

5. (ADDITIONAL) AGE DATA
1. Add age data based on
Demographic Data Source to get
details on data per age range,
with CPL, website Leads,
Allocation, and Amount Spent as
the metrics
2. Green highlight shows age
range with the best
performance

6. Insight and
Recommendation

7. Data Insight Recommendation
Ad-Set 1. Top Results based on CPR performance :
Rata goes to Pacific place, Campaign
targeting female and male 18-45, dan
LAL 1-3%Leads
2. Top Interest based on cheapest CPR (< $1)
: Sports, Travel, and Online Shopping
3. Ad-set with 0 result : iOs age 25-40,
welness female, dan broad
en(assumption ad set targeted abroad)
4. Ad-set with frequency fatigue : Audience
that engaged with website, website
visitor, and Female with cosmetics
interest
1. Turn off the ad-set with 0 result dan
uneffective ads based on CPR, to
save $4.440
2. Narrowing more spesific audience
on ad-set with frequency fatigue
criteria to avoid our ads getting
abondenned
3. Maximize our budget on Female and
Male 18-45; Sport, Travel and Online
Shopping interest

8. Data Insight Recommendation
Placement
1. 7 Placement with CPL below average are
: feed,instagram stories, instagram
explore, video feeds, facebook stories,
instant article
2. Instant article placement has highest
CPM but has good CTR and low leads
3. Frequency Rewarded is on frequency
fatigue zone
4. Feed placement has the highest %
allocation amount spent, and has a good
performance
1. Maximize on placement feed, ig
stories dan explore, facebook stories
(based on CPL,results,website leads
dan clicks)
2. Be aware of ads and content instant
article relevance cause it has a good
CTR but few on leads
3. Turn off the rest placement

9. Data Insight Recommendation
Demographic 1. Highest %allocation ammount spent
are on Female 35-44
2. Female 24-34 and Male 35-44 have
good leads but CPL still above average
3. Female 18-24 has best CPL
4. Based on age range 18-24 and 35-44
have the best performance
5. Female 25-34 and 45-54 have CPL
above average, and Male 18-24 and
45-54 have CPL above average
1. Make campaign for male 18-24 and
35-44 that Rata is good for health not
only for beauty purpose
2. Retain %allocation on Female 35-44
target audience
3. Retain %allocation 18-24 and 35-44
target audience
4. Minimize on 45-54 target audience

10. Overview Insight and Recommendation
Based on historical data, Rata’s spent $22.314 for 38 campaigns. Since we have to
cut off the budget for around 30% we should cut off the total campaigns for more
than 30%. 95% previous campaign objective mostly focusing on conversion. So for
the next campaign we can create more campaigns on consideration (Leads).
From current Rata ads we can conclude that Rata is focusing on talking about teeth
aesthetic, and that why our data set shown that female have more conversion than
male since beauty is related more to female. Rata may create a campaign that
talking about their product also important for health purpose, to grab more male
audience.
There are around 30.000 Rata customer from more than 200K followers on IG. Soit
will be better for Rata to grab quality audience rather than quantity audience. Align
with data set the “quality” audience may have age range on 35-44 since probably
they have higher income because Rata product cost more than $600

11. CONSIDERATION
ID_Consideration_
Traffic
ID_Consideration_L
eadGeneration
ID_Consideration_Traffic_Inter
estedIn
ID_Consideration_L
eadGeneration_LAL
1-3%Lead
ID_Consideration_Le
adGeneration_Websit
eVisitor180D
Campaign Structure

12. CONVERTION
ID_Conversion_Purchase
ID_Conversion_Purchase
_Female
ID_Conversion_Purchase_
CA
Campaign Structure

13. Media Plan
and
Calculation Details
https://docs.google.com/spreadsheets/d/1y9xjAa
wMPp85Gy_HqDGN28VtTvYC1bLT/edit#gid=1393
144465