Business-Analytics

There is an Excel document in which we have provided you with a report, containing information about each of the users we have delivered to the advertiser. The report is for a specific partner, over a specific period of time. With the help of this report you should answer the following questions:

1. Taking into consideration the various targeting possibilities (Networks, Age Groups,Genders and OS Versions) and based on Return on Investment on Day 7 (ROI D7), what was the best-performing audience segment (i.e. ideal user profile) in the US? Keep in mind that from your suggestion it will depend where Publisher will invest their millions from marketing budgets for this game. TIP: ROI = (Revenue / Expenditures) *100%
2. If the advertiser’s ROI D7 goal is 4%, which audience segment(s)/groups would you recommend them to target in the US (meaning that other groups would be paused after your suggestion)? Explain your answer. Try to be as efficient as possible to deliver the expected performance to the advertiser and keep adjoe revenues as high as possible.
3. Which audience segment(s) could be sold for a higher price (higher CPI) so that company’s revenue could increase? Explain your answer.
4. Based on the data in the “Data” table, which traffic source should the company buy more traffic from? Explain your answer.

Below you can find the explanation to every column in the table:

Traffic Source - Where the user of this company platform came from. I.e. where the company acquired the user from (it can be Facebook, Google Ads etc.). In this case, named in a “Network X” convention.

Age - The age group of the user. In this case, ages are grouped into clusters of 5. Therefore, age group “20” defines users that are 20-24 years old, age group “25” defines users that are 25-29 years old etc.

GEO - Geographical location of the user (ISO 3166-2 code).

Gender - Gender of the user.

OS Version - Android version of the user’s device.

Date - A date when the install(s) occurred.

Advertiser's Expenditure - Is the amount of money Advertiser pays to the company for delivered traffic.

Number of Installs - A number of installs that correspond to certain criteria. In this case, a number of installs that occurred on the same date, from users coming from the same network, having the same OS Version, being the same gender and being in the same age group.

D1 Revenue - Revenues made by our sales partner (advertiser) out of a specific “Number of Installs” on Day 1 after the install(s) had occurred.

D3 Revenue - Revenues made by our sales partner out of a specific “Number of Installs” in the first 3 days after the install(s) had occurred.

D7 Revenue - Revenues made by our sales partner out of a specific “Number of Installs” in the first 7 days after the install(s) had occurred.

D14 Revenue - Revenues made by our sales partner out of a specific “Number of Installs” in the first 14 days after the install(s) had occurred.

LevelX D1 - A number of users that have reached a certain “X” in-game level within the first day of installing the game.

LevelX D3 - A number of users that have reached a certain same “X” in-game level on the second or third day after installing the game.

LevelX D7 - A number of users that have reached a certain same “X” in-game level on upto 7 days after installing the game.

LevelX D14 - A number of users that have reached a certain same “X” in-game level on up to 14 days after installing the game.