Pick the platform and the campaign!

BukaToko is an online marketplace that providing sellers and buyers a place for buying products
transaction. BukaToko is available on both website and application that connecting sellers and
buyers across Indonesia. To facilitate online transaction, BukaToko plans to launch a new digital
wallet that accomodate sellers and buyers to use digital money for transaction that known as
BukaDompet. BukaDompet is a mobile app digital wallet that can be used for online transaction
and payment in BukaToko or other merchants.

As a marketing manager of BukaToko, Mrs. Sun wants to introduce BukaDompet to users and
potential users of BukaToko aside from BukaToko platform. Using social media as the main
option, there are three alternative platforms such as Instagram, Twitter and Youtube.

Even though all platforms are good for promotion, the marketing manager has to pick one
platform that will get most funding for promotion. For that reason, she has to choose which
platform is the most profitable for launching this new app.

For each platform, Mr. Sun has to prepare two campaigns: Campaign A and Campaign B. Each
campaign on each platform has different estimated impact and different conversion rate.
Estimated impact is the amount of viewer that the platform could reach, while conversion rate
means the number of viewers who finally install BukaDompet.
 Campaign A

CLUE 1

Campaign B

CLUE 2

To make a stronger choice, Mrs.Sun also calculate the profit for each customer that install
BukaDompet app. The profit per customer is provided on these following tables:

Table 7. Profit/customer in each platform in Campaign A

To make a stronger choice, Mrs.Sun also calculate the profit for each customer that install
BukaDompet app. The profit per customer is provided on these following tables:

Profit /customer in each platform (Campaign A)

CLUE 3

Profit /customer in each platform (Campaign B)

Profit /customer in each platform (Campaign B)

CLUE 4

Question 1: Using this information, please help Mrs. Sun to identify which campaign and platform which is
the most beneficial for Buka Dompet.
After calculating the value, Mrs. Sun presents the result to the supervisor. However, the
supervisor thinks that risk has to be considered here. Thus Mrs. Sun propose utility function to
accommodate the supervisor thought.
Here are the functions that Mrs. Sun use to calculate the utility for Estimated Impact and
Conversion Rate:
Utility Function for Estimated Impact*:

CLUE 5

Utility Function for Conversion Rate*:

CLUE 6

With the K value:

● Estimated Impact: 0.4
● Conversion rate: 0.8
Question 2: Using these considerations, which platform that Mrs.Sun should choose?