Given

Campaign Total Impressions Total cost CPM CTR Clicks

Mednet 17200000 1720000 100 3% 516000

Marvel 57000000 430920 7.56 1.40% 798000

Newspaper 5000000 260000 52 0.74% 37000

Rank
Mednet III I

Marvel I II

Newspaper II III

CTR of Newspaper 0.74%, means only 74 people click (i.e. people calling to customer care) out of 10000, but if the

Shows power of print media, if can be better utilised

If increased from 2 day a month - 1. can increase sell or ROI can decrease also since its not grocery to be bought e

4440 out of 5000000 people

 Exhibit 3

CPC (cost per click) Buyer Conversion rate (CR) Cost per acquisition

3.33 30960 6% 55.56

0.54 15960 2% 27.00

7.03 4440 12% 58.56

II II

I I

III III

care) out of 10000, but if they click means high chance of buying i.e. 12% here . Mostly ppl don't having online access will go th

ts not grocery to be bought everday

 cost-COGS

Contribution per sale Total contribution Net profit RoI

150.00 4644000 2924000 170%

45.00 718200 287280 67%

165.00 732600 472600 182%

II

III

on't having online access will go there

Mednet.com / Marvel (Google) case study #2
Campaign Analysis

Campaign Total Impression Total Cost CPM Rank CTR Rank

(Million) ($ ) ($ )
Med-Net 17.2 1,720,000 100 3 3% 1
Marvel (Google) 57 430,920 7.56 1 1.40% 2
Newspaper 5 260,000 52 2 0.74% 3

formula

Learnings
We should do both Cost stream and Revenue stream analysis
New paper has high ROI
Mednet portal has 2nd best ROI but generates large number of Sales
Search engine has lowest ROI but highest number of leads generated are high (least CPC)

Niche websites may be good in specialised purchase viz. Medicine

Google will be better in general purchases viz. Consumer electronics
 Cost

No of Clicks Cost per Internal Cost per

Rank Buyer CR Rank Rank
click Survey Acquisition

($ )
516000 3.33 2 30960 6% 3% 1 55.56 2
798000 0.54 1 15960 2% 2% 2 27.00 1
37000 7.03 3 4440 12% 12% 3 58.56 3

formula formula formula formula Compare with CTR

Revenue

Net margin =
No of Contribution per Total ROI = net Rank
Contribution -
buyers Sale (CPS) contribution profit / cost
COGS
($ ) ($ ) ($ )
30960 150 4644000 2,924,000 170% 2 Second best ROI but high sales are
15960 45 718200 287,280 67% 3 Least presferred for specialised pr
4440 165 732600 472,600 182% 1 Best ROI but generates low no of s

formula formula
 econd best ROI but high sales are generated
east presferred for specialised products like medicine
Best ROI but generates low no of sales
 Total cost impression CPM click CTR
Mednet 1720000 17,200,000 100 516000 3%
Marvel 430920 57,000,000 7.56 798000 1.40%
Newspaper 260000 5,000,000 52.00 37000 0.74%
CPC Buyer Conversion rate (CR) Cost per acquisition Contribution per sale
3.33 30960 6% 55.56 150
0.54 15960 2% 27.00 45
7.03 4440 12% 58.56 165
Total contribution Net profit RoI
4644000 2924000 170%
718200 287280 67%
732600 472600 182%