In our presentation, it seems that we chose to focus our campaign optimization on driving purchases more than getting people to the site because we chose 3 last touch campaigns and 2 first touch campaigns to reinvest in. I think this is a fine approach to the optimization since we need to drive purchases just as much as we need to drive web traffic.
Just one bit of caution when focusing on purchases: make sure that the budget is balanced for driving people to the site as well as making purchases. This is especially true with CoolTShirts since they rarely have a duplicate customer (which is shown by removing the DISTINCT key word from our purchases query -- the number of users and distinct users are the same, meaning that there have been no returning customers). Since they do not have duplicate customers, it may be even more important for them to attract new users -- this will help word is spread about the website, and then, hopefully, they can get more new customers. So, perhaps focusing more on campaigns that drive first touches rather than last touches (at least for now/for this company) may be more effective because they do not have repeat customers.
That being said, I think the campaigns chosen will leave CoolTShirts better off than they were before our analyses and will certainly help drive more purchases for their site. Also, I do think that the chosen campaigns are balanced enough at both driving first touches and purchases. So, overall, these were good choices for their reinvestment; I just wanted to give a brief tid-bit about balancing new traffic versus repeat traffic.
In our presentation, it seems that we chose to focus our campaign optimization on driving purchases more than getting people to the site because we chose 3 last touch campaigns and 2 first touch campaigns to reinvest in. I think this is a fine approach to the optimization since we need to drive purchases just as much as we need to drive web traffic.
Just one bit of caution when focusing on purchases: make sure that the budget is balanced for driving people to the site as well as making purchases. This is especially true with CoolTShirts since they rarely have a duplicate customer (which is shown by removing the
DISTINCTkey word from our purchases query -- the number of users and distinct users are the same, meaning that there have been no returning customers). Since they do not have duplicate customers, it may be even more important for them to attract new users -- this will help word is spread about the website, and then, hopefully, they can get more new customers. So, perhaps focusing more on campaigns that drive first touches rather than last touches (at least for now/for this company) may be more effective because they do not have repeat customers.That being said, I think the campaigns chosen will leave CoolTShirts better off than they were before our analyses and will certainly help drive more purchases for their site. Also, I do think that the chosen campaigns are balanced enough at both driving first touches and purchases. So, overall, these were good choices for their reinvestment; I just wanted to give a brief tid-bit about balancing new traffic versus repeat traffic.