Artea A&B Case Discussion - Online Group 2
Artea A&B Case Discussion - Online Group 2
Artea A&B Case Discussion - Online Group 2
Strategies
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:
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
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.
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