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Marketing Analysis

In the attached spreadsheet you will find the raw data of two fictive marketing campaigns from the past. Please run a comparative analysis on the effectiveness and efficiency of both campaigns and make your recommendations.

Please share with us both, the spreadsheet where you crunched the raw data, as well as a brief PPT of not more than 5-8 slides where you present the key insights and findings of your analysis.

A couple of questions to consider:

  1. During one campaign the business spent money on install campaigns AND brand awareness campaigns, whilst the other campaign was purely about direct return of investment through installs. Which of the two campaign approaches would you consider overall as the superior, and why?
  2. What campaign type, channel, language, creative, OS, etc. is proving to be the most effective to drive large app install volumes and at a low cost per install (CPI)?

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