Case Study Results

Prepared by Marta Kaszyńska

Data findings & Result presentation

The most popular and common used channel is 'Referral'. It is one of the paid channels, for which the fees exceed the revenues. In the tables on the left and bottom you can quickly scan the summary data. Chart of the left present comparison data between average RCP and CPC for all available Channels. It is worth to notice that only 'Email' channel brings pure profit.

There is a huge gap between lowest/highest values of RPC and CPC. That could be the space for negotiations between business partners, either marketing partners or job providers. Frequency of appearance chart a on the right of the page. At the bottom you can see summary tabel of RPC and CPC values, that can help understand the problem.

'Display' is the most expensive but also the most promising channel. It is maintain by expansive marketing partners, but also connect Customers to the most profitable job providers. All those findings are display on the charts on the left.

Below there is a presentation of the amount of 'clicks' generated profit.

Performance of some marketing partners is not sufficient*. Chart below shows data break down between Channels and Marketing Partners. It highlights the performance of all Partners.

*Neglecting the fact that we have only data from one month.

Recommendation

• The the most sufficient way of promoting the product is by 'Email' channel. It is not generating costs and this is the only channel that brings real profit,

• Focus on more personalized way of advertising – it can be also maintain by the use of ‘Email’ channel.

• Lower the share of 'Referral' channel, as it is the most popular channel but doesn't generate the highest revenue, could be the first step to discover new opportunities and invest in different marketing options,

• Cost of ‘Display’ channel is high in comparison to the profit it makes, but interesting is that the profit is made only by a low number of ‘clicks’. This looks like field to investigate further,

• Values RPC and CPC could be negotiable, there is a gap between highest and lowest price for click, and the value is not necessarily beneficial for the company,

• Scan marketing partners list and check the ratio between investments and profits that this cooperation brings. Some of the partners occasionally  bringing customer to the website, so maybe cooperation with those is not profitable enough to continue cooperation.

Every decision in the company should be consider according to a business plan, I am presenting some superficial recommendation based only on the provided dataset.