Cossatot Community College Revenue & Digital Advertising Questions

I need support with this Business question so I can learn better.

Attached the cases for each question. Your answer should be precise and short (i prefer 150 words per a question ).

Q1- Please refer to the BBVA case to discuss “What is the role of display and search advertising in acquiring new checking account customers? Is the 2010 advertising budget allocation between display and search appropriate?” You may support your answers with some simple calculations.

Q2- Please refer to the AirFrance case to summarize the key steps to optimize the sponsored search.

Q3- Please refer to the “RestaurantGrades” case for this question. Given that there is already a set of restaurants on the platform that have bought ads, do they really need an experiment? Why can’t they simply compare the outcomes of restaurants that do and don’t advertise to determine the effectiveness of digital advertising?

Q4- Please refer to the Bazaar.com case for this question. Why is Bob’s ROI analysis possibly incorrect? How to do a better ROI analysis in this case? You need to support your answers with some simple calculations.

Q5- Please refer to Session 8: Digital Experiments Slides 30 & 31 for this question. Slide 30 shows that in one experiment, the treatment group was overall 4% worse than control. In order to validate the results, the treatment percentage effect was plotted on a daily basis, in which only in one day treatment has negative effect and all the other days are positive. Please use slide 31 to explain why such a “strange” phenomenon is observed?

Q6- Please refer to the Amazon, Apple, Facebook and Google case for this question. Facebook gets a quarter of all time online, apparently much more than Google, but Google gets more than twice the ad revenue. Why? Note “More than twice” comes from page 6 ($41 B) and page 4 ($77.8 B + 17.6 B).

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