Explain the logic behind your three additional recommendations for optimizing future display campaigns as noted in the topline summary

INSTRUCTIONS TO CANDIDATES

ANSWER ALL QUESTIONS

1. Explain the logic behind your recommended impressions/person(s). Remember that the client is billed on an impression basis and is on a budget, so you will have to decide what your strategy should be. For example, should we try to reach a lot of people at the sacrifice of repetition, or should we try to reach a smaller number of people more times? Whatever your strategy, be sure to provide actual numerical recommendations (e.g., 5 impressions (also known as “touch points”) per person) and support your answer with evidence from the data (e.g., tables, figures, et cetera) and learnings from class/readings/online, where appropriate. (max 400 words)

2. Explain the logic behind your three additional recommendations for optimizing future display campaigns as noted in the topline summary. Support your answer with evidence from the data (e.g., tables, figures, et cetera) and learnings from class, where appropriate. (max 600 words)

3. The final question ignores the dataset and asks you to do some research on display campaigns more generally. Based on your own research, how would you measure the success of a display campaign. What attributes matter for success? Please be specific and use citations to support your answers. Answers that seen to rely only on intuition or opinion will not score well. (max 700 words).

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