Channel Success Evaluation

Channel Success Evaluation - student project

Regardless of whether you use first click or last click attribution, Online Radio and Podcasts both prove to be areas of weakness in the marketing mix, based both on CPA as well as overall customer value. These budgets should be cut, or the strategies and tracking methods behind these channels need to be re-evaluated. Bing CPC is also an area of concern - while still profitable from a spend/value analysis, it has one of the highest CPAs. This channel's strategy probably needs to be re-worked. All other channels prove to be fairly successful when measured in CPA and in customer value. LinkedIn, Twitter, and the Apple Store all prove to have the largest gains, and, in theory, the most effective strategies.

Channel Success Evaluation - image 1 - student project

Channel Success Evaluation - image 2 - student project

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