DigData: Data Analysis Project
Meta Next Step Challenge: Athlemax
By Abu-Bakr Zishan
Athlemax Brief:
Athlemax, a global sporting brand, is launching a new
line of trainers and has partnered with Harry Kane to
promote them. They are planning to support the
trainers launch with an Instagram campaign aimed at
increasing user ad engagement and driving visitors to
their website to boost sales. To achieve this, they have
created three ads: one featuring a static image of the
trainers, another showcasing their brand ambassador
Riley Storm (a famous athlete) wearing the trainers,
and a video of Riley Storm running while wearing the
trainers.
Athlemax now needs your help to understand which ad
or ads will be the most effective at meeting their goals.
For this purpose, they have pre-tested the 3 ads on
Instagram with a small advertising budget to help them
decide which ad format to keep for the big launch.
Initial Thoughts:
My initial thoughts following my assessment of the data provided by the
spreadsheet was to use each of the digital marketing metrics as they provide
different insights into the factors which possibly make the ad ‘effective’ e.g. total
ad spend being quite high and sales also being high does not necessarily mean
that the ad was effective; due to the revenue being high, not profit.
I had to also consider the age ranges to whom the ads were displayed to, as ages
over 49 wouldn’t be as interested as ages 25 to 34 in a company such as Athlemax.
Therefore, I decided to carry out each metric calculations on all the three ads and
compared the results to see overall which ad proved more efficient.
Click-Through Rate % (CTR)
CTR Calculation: (Total Clicks / Total Impressions) x 100
The CTR measures how often people click on an ad compared to how many times it was shown.
Engagement Rate % (ER)
ER Calculation: (Total Engagement / Total Impressions) x 100
The ER measures how often people engage with an ad compared to how many times it was shown.
Conversion Rate % (CVR)
CVR Calculation: (Total Purchases / Total Exposed Users) x 100
The CVR measures how often people purchase a product after seeing the ad.
Cost Per 1000 Impressions (CPM)
CPM Calculation: (Total Ad Costs / Total Impressions) x 1000
The CPM measures how much an advertiser pays for every thousand ad impressions.
Cost Per Click (CPC)
CPC Calculation: Total Ad Costs / Total Clicks
The CPC measures the amount an advertiser pays for each click made by users on the ad.
Cost Per Acquisition (CPA)
CPA Calculation: Total Ad Costs / Total Purchases
The CPA measures the amount an advertiser pays for each purchase made by users after seeing the ad.
Summary:
