REG. NO. 2024-01-0117p. 7
Qn 6. The metrics to track are
click-through rate, cost per acquisition and bounce rate, because they show whether the adverts reach the right customers and at what cost.
Sixty percent should go to social media since most customers in town use WhatsApp and Instagram, and the remaining amount to search adverts.
We should review the dashboard every fortnight and move budget from the channel with the highest cost.
BUS 201 · PRINCIPLES OF MARKETINGQuestion 6 (20 marks) — Analytics & budget
17 / 20
Identifies three relevant analytics metrics6 / 6
“…click-through rate, cost per acquisition and bounce rate…”p. 7, lines 4–6
Justifies allocation across three channels6 / 8
Allocation given for two channels; the scheme asks for three.
SECOND MARKERAgrees, 17 / 20.
ApproveChange the mark