Crime City is a cooperative detective board game. In the game crimes have taken place all...

  

   

Transcribed Image Text:

Crime City is a cooperative detective board game. In the game crimes have taken place all over the city, and you want to figure out exactly what's happened, so you'll need to look closely at the giant city map (75 x 110 cm / 29.5 x 43 inches) to find all the hidden information and trace the trails of those who had it in for their foes. MicroMacro: Crime City includes 16 cases for you to solve. Each case includes a number of cards that ask you to find something on the map or uncover where someone has gone or otherwise reveal information relevant to a case. The city map serves as a map in time as well as space, so you'll typically find people in multiple locations throughout the streets and buildings, and you need to piece together what happened, whether by going through the case card by card or by reading only the starting card in the case and trying to figure out everything that happened for yourself. PARTO CHOF. wote MICROMACRO CRIME CINE anee The CMO must make decisions on several issues for the next quarter. The company wants more people to try their board game, so it decides to launch a new campaign. Managers collect the following data to help the CMO to make the right decision. Baseline sales (units) Contribution per Unit (HUF/unit) Marketing Spending (HUF) Type of equations estimating the total sales Spending (HUF) 0 100.000 200.000 300.000 400.000 500.000 600.000 Advertising Lift (%) 0 3 5 7 9 11 13 Campaign ,,A 15.000 250 advertising: 600.000 trade promotion: 100.000 consumer promotion: 0 additive Additive Trade Promotion Lift (%) 0 5 8 11 15 20 24 Lift (%) 0 7 16 22 30 Consumer Promotion 38 Campaign ,,B" 44 15.000 250 advertising: 200.000 trade promotion: 500.000 consumer promotion: 100.000 multiplicative Advertising Lift (%) 0 3 4,5 6 8 10 12 0 5 7 Multiplicative Trade 10 Campaign ,,C" 99 15.000 14 250 Promotion 19 advertising: 300.000 trade promotion: 0 Lift (%) 23 consumer promotion: 300.000 multiplicative Consumer Promotion Lift (%) 0 6,5 13 19 25 32 37 The company had previously launched an online campaign where they want to reach purchases in 3 stages. The aim in the first stage was to raise awareness of the product. In the second stage they wanted to get more visitors who could get to know the product better. In the last stage the aim was clearly to encourage purchases. The company strives to ensure that the rate of abandoned online shopping carts do not exceed 10%. The numbers for the three stages are the following: duration of the campaign cost (HUF) of which search engine spend (%) impressions generated (Contacts) clicks of which search engine clicks (%) products in the cart (conversation rate) sales 1. stage 10 days 300.000 40% 120.000 55.000 45% 1 from 50 clicks 1 from 55 clicks 2. stage 14 days 350.000 50% 130.000 85.000 55% 1 from 29 clicks 1 from 32 clicks 3. stage 15 days 500.000 60% 135.000 110.000 60% 1 from 20 clicks 1 from 22 clicks Tasks: 1. Which campaign should the CMO choose from the three options? 2. Evaluate the previous online campaign! What lessons can you learn for a later campaign? Crime City is a cooperative detective board game. In the game crimes have taken place all over the city, and you want to figure out exactly what's happened, so you'll need to look closely at the giant city map (75 x 110 cm / 29.5 x 43 inches) to find all the hidden information and trace the trails of those who had it in for their foes. MicroMacro: Crime City includes 16 cases for you to solve. Each case includes a number of cards that ask you to find something on the map or uncover where someone has gone or otherwise reveal information relevant to a case. The city map serves as a map in time as well as space, so you'll typically find people in multiple locations throughout the streets and buildings, and you need to piece together what happened, whether by going through the case card by card or by reading only the starting card in the case and trying to figure out everything that happened for yourself. PARTO CHOF. wote MICROMACRO CRIME CINE anee The CMO must make decisions on several issues for the next quarter. The company wants more people to try their board game, so it decides to launch a new campaign. Managers collect the following data to help the CMO to make the right decision. Baseline sales (units) Contribution per Unit (HUF/unit) Marketing Spending (HUF) Type of equations estimating the total sales Spending (HUF) 0 100.000 200.000 300.000 400.000 500.000 600.000 Advertising Lift (%) 0 3 5 7 9 11 13 Campaign ,,A 15.000 250 advertising: 600.000 trade promotion: 100.000 consumer promotion: 0 additive Additive Trade Promotion Lift (%) 0 5 8 11 15 20 24 Lift (%) 0 7 16 22 30 Consumer Promotion 38 Campaign ,,B" 44 15.000 250 advertising: 200.000 trade promotion: 500.000 consumer promotion: 100.000 multiplicative Advertising Lift (%) 0 3 4,5 6 8 10 12 0 5 7 Multiplicative Trade 10 Campaign ,,C" 99 15.000 14 250 Promotion 19 advertising: 300.000 trade promotion: 0 Lift (%) 23 consumer promotion: 300.000 multiplicative Consumer Promotion Lift (%) 0 6,5 13 19 25 32 37 The company had previously launched an online campaign where they want to reach purchases in 3 stages. The aim in the first stage was to raise awareness of the product. In the second stage they wanted to get more visitors who could get to know the product better. In the last stage the aim was clearly to encourage purchases. The company strives to ensure that the rate of abandoned online shopping carts do not exceed 10%. The numbers for the three stages are the following: duration of the campaign cost (HUF) of which search engine spend (%) impressions generated (Contacts) clicks of which search engine clicks (%) products in the cart (conversation rate) sales 1. stage 10 days 300.000 40% 120.000 55.000 45% 1 from 50 clicks 1 from 55 clicks 2. stage 14 days 350.000 50% 130.000 85.000 55% 1 from 29 clicks 1 from 32 clicks 3. stage 15 days 500.000 60% 135.000 110.000 60% 1 from 20 clicks 1 from 22 clicks Tasks: 1. Which campaign should the CMO choose from the three options? 2. Evaluate the previous online campaign! What lessons can you learn for a later campaign?

Answer rating: 100% (QA)

Answer 1 Which campaign should the CMO choose from the three options To decide which campaign to choose we need to compare the expected total sales generated by each campaign and their associated mark... View the full answer