This essay has been submitted by a student. This is not an example of the work written by professional essay writers.
Uncategorized

Comparison in generating checking accounts between online and offline

Pssst… we can write an original essay just for you.

Any subject. Any type of essay. We’ll even meet a 3-hour deadline.

GET YOUR PRICE

writers online

Comparison in generating checking accounts between online and offline

BBVA

 

Comparison in generating checking accounts between online and offline.
Online ChannelOffline ChannelHint for information
Percent of checking accountsCase text
Number of checking accountsTable 3 (for the first 11 months)
Annual Advertising BudgetTable 3 and Table 2
Cost per application (CPA)Table 3, information above, and remember that this is only for the first 11 months
Fee Income (qualitative info)Case text
Retention rateCase text
Measurability and accountability of channel (qualitative info)Knowledge of marketing.

 

 

 

 

Are these media sources independent?  How might they interact to affect the acquisition of a new account?

 

What is the true acquisition cost of an online account?   Your have a cost per application from the case, (Table 3), but is a completed application the same as an account?

 

You can’t increase the budget, so how can you use it more effectively?

 

This is the real problem in the case.  There are no precise alternatives for this case, but you need to develop an answer of how would you like to allocate the scarce resources across both display and search advertising.

 

I would encourage a couple of tables, one to look at the effectiveness of the search budget (Exhibit 5), one on the display ads (Exhibit 7).  For both what you are really looking for is the CPA, how much of the budget is spent on each individual source, and what percentage of completed applications comes from each.

 

A problem for online media is something termed attribution.  Do the search and display ads interact?  What is the purpose of display ads?  So you can adjust the CPA for display ads based upon attribution through this method

  1. Find the conversion rate for search WITHOUT display ads from the first line on Exhibit 10
  2. Find the conversion rate for the search WITH display ads for the display network
  3. The increase in conversion rate due to the display network is the second rate divided by the first rate.
  4. The cost for for the CPA based upon the total search marketing from Exhibit 5 ($73)
  5. Find the cost for adjusted search CPA without the display network by taking the $73 times the increase in conversation rate from step 3
  6. Find the savings in search CPA due to the display network by taking the result from step 5 minus the average cost for search CPA from step 4
  7. Adjust the cost of the CPA for the display network by taking it CPA from Exhibit 7 minus the savings you found in step 6.

 

This will lead to a significantly different ordering of which seems to be most cost effective.

 

But also consider the reach and duplication of each network from Exhibit 8.

  Remember! This is just a sample.

Save time and get your custom paper from our expert writers

 Get started in just 3 minutes
 Sit back relax and leave the writing to us
 Sources and citations are provided
 100% Plagiarism free
error: Content is protected !!
×
Hi, my name is Jenn 👋

In case you can’t find a sample example, our professional writers are ready to help you with writing your own paper. All you need to do is fill out a short form and submit an order

Check Out the Form
Need Help?
Dont be shy to ask