Case study: CNN News is new customer and wants to release mobile app. They offer free download and a premium subscription. Provide a media ad strategy for their mobile app. What would be used to measure the success of this campaign? What would be low and high indicators of the campaign? What customer segment would you target? What would the ad look like from a creative standpoint? Quantitative Q&A: Remember!! CTR = ratio of click/impression. Conversion = installments/click. 1. 15K installments from 25K clicks. CTR=? 2. 50% installed, never subscribed. we want 15K subscribers. # of clicks? 3. $/installment is $5. conversion rate 15%. Max/click =? 4. conversion rate 2%. 1000 subscribers. subscription = $50. What is $/click to make profit?
