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Application Exercise #3 – Tools of Measurement
This is an individual assignment and should reflect individual work.
Using the online ad data provided in the accompanying Excel document, create pivot tables to answer the following questions. Each answer should include a screenshot of the pivot table that you created to analyze the data.
NOTE: For all answers, disregard DoubleClick. You can filter it out via the pivot table.
Part One: Analyze CPC.
Add a calculated field for cost per click (CPC).
(1) Which site has the highest CPC and the lowest CPC?
(2) Which creative type has the highest CPC? Which creative type has the lowest CPC?
(3) Which pixel size has the highest CPC and the lowest CPC?
Part Two: Analyze CTR.
Add a calculated field for click-through-rate (CTR).
(4) Which creative type has the highest CTR?
(5) To answer this question, expand the table to show creative type by month. Which creative type is the highest performing and in which month?
(6) Based on CTR, what was the best performing ad on endocrineweb.com? (Describe the Creative, Creative Type, and Pixel Size). In which month did it perform the best?
Part Three: Develop Insights & Make Recommendations.
Add a calculated field for Cost Per Mille (CPM), which represents the cost per 1,000 impressions.
(7) Analyze the site and creative type using CTR, CPC, and CPM. If you were going to run another campaign for this client, what 3 sites would you recommend the client keep in the campaign? What placement and creative type would you recommend for each site that you recommended? Explain your answer.
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