Case Study $11$:

A business runs a display ad campaign with a budget of $$12,000$ and achieves a Return on Ad Spend

$($ROAS$)$ of $4.$ If the goal is to achieve at least $$50,000$ in revenue, did the campaign meet the goal?

Provide calculations to support your answer.

Hint: Multiply the ROAS by the ad spend to find the total revenue. Compare the calculated

revenue to the target revenue.

Answer:

Revenue Calculation:

ROAS:

Ad Spend: $

Revenue $=$ ROAS $*$ Ad Spend $=$

$=$$ Case Study $12$:

A company's average Customer Lifetime Value $($CLV$)$ is $\backslash (\backslash$$ $300\backslash ).$ They aim to increase this value by $\backslash (15\backslash \%\backslash )$ through improved customer retention strategies. Calculate the new CLV$.$ If their Customer Acquisition Cost $($CAC$)$ remains $\backslash (\backslash$$ $50\backslash ),$ is the company's new CLV to CAC ratio better than the initial ratio?

$-$ Hint: Multiply the initial CLV by $1$ plus the increase percentage to find the new CLV$.$ Divide the initial and new CLV by CAC to find the ratios and compare them.

Answer:

$-$ New CLV Calculation:

$-$ Initial CLV: $\backslash$$

$-$ Increase Percentage: $\backslash (\backslash \%\backslash )$

$-$ New CLV $=$ Initial CLV $*(1+$ Increase Percentage$)$

$=\backslash$$ $*\backslash (=\backslash$$ $\backslash )$

$-$ CLV to CAC Ratio Calculation:

$-$ Initial CLV to CAC Ratio $=$ Initial CLV $/$ CAC

$\backslash (=\backslash$$ $\backslash \_\backslash )$

$-$ New CLV to CAC Ratio $\backslash (=\backslash )$ New CLV $/$ CAC

$\backslash (=\backslash$$ $\backslash )/\backslash$$ $\backslash (=\backslash )$

$-$ Ratio Comparison:

$-$ The new CLV to CAC ratio $()$ is $($better$/$worse$)$ than the initial ratio $1$ I. Case Study $13$:

A digital marketing team conducted a campaign that generated $100,000$ impressions and $5,000$ clicks. Calculate the Click$-$Through Rate $($CTR$).$ Additionally, if the total cost of the campaign was $\backslash (\backslash$$ $25,000\backslash )$ what is the Cost Per Click $($CPC$)?$

$-$ Hint: Divide the number of clicks by the number of impressions and multiply by $100$ to find CTR$.$ Divide the total cost of the campaign by the number of clicks to find CPC$.$

Answer:

$-$ CTR Calculation:

$-$ Number of Impressions:

$-$ Number of Clicks:

$-$ CTR $\backslash (=\backslash )($Number of Clicks $/$ Number of Impressions$)*100$

$\backslash (=(\backslash ).)\backslash (*100=\backslash )$

$-$ CPC Calculation:

$-$ Total Cost of Campaign: $\backslash$$

$-$ Number of Clicks:

$-$ CPC $=$ Total Cost of Campaign $/$ Number of Clicks

$\backslash (=\backslash$$ $\backslash )1=\backslash$$ per click Case Study $14$:

An email campaign was sent to $20,000$ recipients. The open rate was $\backslash (35\backslash \%\backslash ),$ and the click$-$to$-$open rate was $\backslash (8\backslash \%\backslash ).$ Calculate the number of emails opened and the number of clicks generated. Additionally, if the company aims for at least $500$ clicks, did they meet the target?

$-$ Hint: Multiply the total recipients by the open rate to find the number of emails opened. Multiply the number of emails opened by the click$-$to$-$open rate to find the number of clicks. Compare the calculated clicks to the target.

Answer:

$-$ Number of Emails Opened:

$-$ Total Recipients:

$-$ Open Rate: $\backslash (\backslash \%\backslash )$

$-$ Number of Emails Opened $=$ Total Recipients $*$ Open Rate $\backslash (=\{\}^\{*\}+\backslash$ldots$=\backslash )$

$-$ Number of Clicks:

$-$ Click$-$to$-$Open Rate: $\backslash (\backslash \%\backslash )$

$-$ Number of Clicks $\backslash (=\backslash )$ Number of Emails Opened $*$ Click$-$to$-$Open Rate

$\backslash [$

$=\backslash$ldots $\backslash$quad$=$

$\backslash ]$

$-$ Goal Comparison:

$-$ Actual Clicks $)\backslash (>\backslash )$ Target Clicks $(),$ hence the campaign! the target. $($met$/$not met$)$ Case Study $15$:

A company plans to improve its customer retention rate from $\backslash (50\backslash \%\backslash )$ to $\backslash (70\backslash \%\backslash ).$ If they currently have $10,000$ customers, calculate the increase in the number of retained customers. Additionally, if each retained customer brings in $\backslash (\backslash$$ $100\backslash )$ annually, what is the increase in annual revenue?

$-$ Hint: Multiply the total recipients by the open rate to find the number of emails opened. Multiply the number of emails opened by the click$-$to$-$open rate to find the number of clicks. Compare the calculated clicks to the target.

Answer:

$-$ Increase in Retained Customers.

$-$ Initial Retention Rate: $\backslash (\backslash \%\backslash )$

$-$ New Retention Rate: $\backslash (\backslash \%\backslash )$

$-$ Initial Retained Customers $=$ Initial Retention Rate $*$ Total Customers

$\backslash (=\backslash )\backslash (=\backslash )$

$-$ New Retained Customers $=$ New Retention Rate $*$ Total Customers

$\backslash [$

$=\backslash$quad $*\backslash \_$

$\backslash ]$

$-$ Increase in Retained Customers $\backslash (=\backslash )$ New Retained Customers $-$ Initial Retained Customers $\backslash (=\backslash )-\backslash (=\backslash )$

$-$ Increase in Annual Revenue:

$-$ Annual Revenue per Retained Customer: $\backslash (\backslash$$ $\backslash )$

$-$ Increase in Annual Revenue $=$ Increase in Retained Customers $*$ Annual Revenue per Retained Customer

$\backslash (=\backslash )*\backslash$$ $\backslash (=\backslash$$ $\backslash )$