Marketing Campaign Analysis and ROI Assessment - [Course Name]

This assignment analyzes various marketing campaigns, examining their performance metrics and Return on Investment (ROI). It involves interpreting data from a provided dataset, including campaign IDs, networks (e.g., Facebook, Applovin), CPI, ARPU, and estimated ROI. The student explains the data, identifies the most important campaign for the business (Facebook), and describes the AppLike bidding strategy. The analysis focuses on how to optimize campaigns for positive ROI, including the use of bidding strategies and performance metrics. The assignment aims to understand how to effectively assess and optimize marketing campaigns. The student also addresses the bidding strategy, emphasizing the importance of bidding and the strategic approach to achieve positive ROI, and the student identifies Facebook as the most important campaign for the business.

1. Explain in your own words what in each of the columns is shown. e.g. Column B
"Network" = the marketing network on which the campaign is running
Column Explanation
A Campaign ID. Thus column offers the
campaign ID for each campaign method
assessed. For instance, the campaign Id
for Fyber is 2462, Facebook is 1991,
AdColony is 3354, Unity is 3432, and
Applovin is 622.
B Column B gives the Network which is the
method of campaign. These methods
include:
Fyber
Facebook
AdColony
Unity
Applovin
C Column C offers the country of campagn
D On column D there is average App Installs
delivered per day per method of campaign.
For instance, the average app instal per day

for Facebook is 350.
E Column E provides the Consumer Price
Index (CPI) for the first month i.e. the CPI
for Unity in the first month is 3.03.
F On column F there is ARPU on Day 1 for
the first month
G Column G offers the ARPU on Day 30 for
the first month.
H Column H gives Day 30 Estimation Factor
I Column I offers the Return on Investment
(ROI) after 30 Days for the first month
J On column J there is Consumer Price
Index (CPI) for the second month
K Column K contains the ARPU on Day 1
for the second month
L Estimated ARPU on Day 30 for the second
month
M On column M there is estimated ROI after

30 days for the second month
N N contains the suggested Bid to reach our
goal of 120% ROI after 30 days
O Column O offers the required change
(increase/decrease).
2. Answered on excel template the blanks. Please confirm
3. Explain the AppLike "bidding strategy" outlined in the data set in your own words,
including the concept of "Return on Investment"
This campaign is measurable thus it can automate a positive ROI. It is strategic to attain
each traffic minus determined budget provided the ROI is positive. Therefore, to find the
optimal decision strategy in any campaign, follow the TRUE labels. In this case, the
company should bid, and its bid amount.
4. Which campaign - would you say - is the most important one for our Business?
Facebook
There is need to turn to the media to be used as well as sponsored. Facebook; we can use the
promote page ad source and depending on how much we put down; we will reach a lot of
audiences. We can even have timing considerations. Facebook can let us know when we can

promote ad will expire we can have it up till a month to month payment to reach a daily
target of audiences. Facebook verses youtube ordeal is of how facebook can allow us to pay
for how long we can promote our ads to where youtube can give us a limit view for free. As
for using metrics to determine the success of our advertising efforts; the local grocery stores
who are going to remodel; more stores will see the green house on top of them and will be
curious and went in on the investment.