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    Artea A&B Case Discussion - Online Group 2

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    Cahyo Ady Nugraha
    This document discusses the results of Artea's A/B test of a coupon campaign across different marketing channels. The A/B test showed the coupon campaign was successful, leading to notable increases in transactions and revenues, especially on Facebook, Instagram, and referral channels. Based on this result, Artea should continue sending coupons, focusing on these three channels. The document also examines which new users should receive coupons. While Google had the most visitors, Facebook, Instagram and referrals had higher transaction rates. It recommends sending coupons to new users who have viewed the site but not yet made a purchase.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Artea A&B Case Discussion - Online Group 2

    Uploaded by

    Cahyo Ady Nugraha
    2K views7 pages
    This document discusses the results of Artea's A/B test of a coupon campaign across different marketing channels. The A/B test showed the coupon campaign was successful, leading to notable increases in transactions and revenues, especially on Facebook, Instagram, and referral channels. Based on this result, Artea should continue sending coupons, focusing on these three channels. The document also examines which new users should receive coupons. While Google had the most visitors, Facebook, Instagram and referrals had higher transaction rates. It recommends sending coupons to new users who have viewed the site but not yet made a purchase.

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    05. Artea A&B Case Discussion_Online Group 2

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    This document discusses the results of Artea's A/B test of a coupon campaign across different marketing channels. The A/B test showed the coupon campaign was successful, leading to notable increases in transactions and revenues, especially on Facebook, Instagram, and referral channels. Based on this result, Artea should continue sending coupons, focusing on these three channels. The document also examines which new users should receive coupons. While Google had the most visitors, Facebook, Instagram and referrals had higher transaction rates. It recommends sending coupons to new users who have viewed the site but not yet made a purchase.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views7 pages

    Artea A&B Case Discussion - Online Group 2

    Uploaded by

    Cahyo Ady Nugraha
    This document discusses the results of Artea's A/B test of a coupon campaign across different marketing channels. The A/B test showed the coupon campaign was successful, leading to notable increases in transactions and revenues, especially on Facebook, Instagram, and referral channels. Based on this result, Artea should continue sending coupons, focusing on these three channels. The document also examines which new users should receive coupons. While Google had the most visitors, Facebook, Instagram and referrals had higher transaction rates. It recommends sending coupons to new users who have viewed the site but not yet made a purchase.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7
    At a glance
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    The document discusses the results of an A/B test conducted by Artea on a coupon campaign, finding increases in transactions and revenues on certain channels like Facebook and Instagram.

    Yes, the coupon campaign was successful based on the insights from the A/B test. It led to notable increases in the number of transactions and total revenue, especially on Facebook, Instagram, and referral channels.

    Yes, Artea should continue sending coupons in the future, especially for Instagram, Facebook, and referral channels, as the campaign increased transactions and revenues on these channels.

    Artea: Designing Targeting

    Strategies

    Online Group 2: NIM


    1. M Aditya Purwono (29123 248)
    2. Ihwani Maris (29123 268)
    3. Gandhi Malau (29123 263)
    4. Hasan Rinaldi (29123 206)
    5. Cahyo Ady Nugraha (29123 266)
    6. Bayu Pramana (29123 247)
    7. Luthfi Sukmadanu (29123 243)
    8. Iko Gusman (29123 257)
    Based on the the insights from the A/B test, did Artea’s
    coupon campaign work?

    Based on the insights from the A/B test, Artea's coupon campaign was successful. It led to a notable
    increase in the number of transactions and total revenue with coupon, especially for Facebook,
    Instagram, & Referral channel based on chart as follow:

    Revenues in USD Number of Transactions


    16 0.30

    14
    0.25
    12
    0.20
    10

    8 0.15

    6
    0.10
    4
    0.05
    2

    0 0.00
    Google Facebook Instagram Referral Other Google Facebook Instagram Referral Other

    Mean Revenues with Coupon Mean Revenues no Coupon Mean Transactions with Coupon Mean Transactions no Coupon
    Should Artea continue sending coupon in the future?

    Based on the results of the A/B test, Artea should continue sending coupons in the future, especially
    for 3 channel : Instagram, Facebook, & Refferal. The coupon campaign led to a notable increase in the
    number of transactions and total revenue.

    This suggests that giving discounts to clients who have not yet made a purchase can encourage
    them to do so and increase revenue for the business.

    Therefore, continuing with the campaign would likely result in further increases in transactions and
    revenues.
    Which of the new users should receive a coupon?

    Artea should send coupons to new users who have recently viewed the website but are still waiting
    to make a purchase in accordance with the information available. Based on chart information as
    follow, even google (website) has the highest potential number of channel of acquisition, but the
    number of transaction are still lower than others channel (Facebook, Instagram, & referral)

    Channel of Acquisition
    2500 Number of Transactions
    0.30

    2000 0.25

    0.20

    1500
    0.15

    0.10
    1000
    0.05

    500 0.00
    Google Facebook Instagram Referral Other

    Mean Transactions with Coupon Mean Transactions no Coupon

    0
    Google Facebook Instagram Referral Other
    Would Artea be able to increase transactions and
    revenues with this campaign? By how much? Which
    proportion of user should Artea target?
    Based on the available data, Artea was able to increase transactions and revenues with the coupon campaign. The A/B test
    showed a notable increase in the number of transactions and total revenue. An average increase in revenue of 12.75%
    and 11,11% was observed on the Instagram and Facebook platform respectively. This suggests that the company can
    continue to offer coupons to customers on the Instagram and Facebook platform, while also considering the possibility of
    providing coupons on Referral platforms for even better revenue growth

    By identifying the characteristics of users who are more likely to respond positively to the coupon campaign, Artea can target
    a specific proportion of users to maximize the effectiveness of the campaign.

    AVG Revenue in USD TAM All website visitor - Artea

    16.00
    11,11% 12,75% 3,04%% Google Users, Facebook Users, Instagram
    14.00 Users, Refferal & Other
    12.00 SAM Berdasarkan sampel terhadap
    10.00 5000 orang dengan proporsi
    Google Users : 40,7%
    8.00 Facebook Users : 21,18%
    6.00 Instagram Users : 31,04%
    Refferal : 4,76%
    4.00 Other : 2,32%
    2.00 Instagram & Facebook Users
    SOM
    0.00 Instagram Users : 31,04%
    Google Facebook Instagram Refferal Other
    Facebook Users : 21,18%
    Non Coupon Coupon
    B. Artea : Including Customer-level Demographic Data

    1. What do you learn from the data?


    Based on the data provided by Trackify, more detailed information is obtained regarding gender,
    race, and ethnicity that is more inclusive.

    2. Would you advise Campbel to buy demographic data?


    Yes, I would recommend Campbel to buy demographic data because such data can assist
    Campbel in targeting Artea's market segmentation.

    3. How should she use it?


    Campbel can utilize this data to predict the size, purchasing power, and customer segments of
    Artea, enabling Artea to target its products accurately.
    THANK YOU

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