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Last month the CEO of the Australian Banking Corporation (ABC), Pierre De Posit, had sat at his desk shuffling through endless reports and the graphs showing ABC’s declining share of the business banking sector. Pierre thought this ‘trend’ may, in some way, have been connected to a lack of effective online advertising by ABC. With this in mind, he had moved quickly to commission a study into the effectiveness of advertising on internet sites – in particular he wanted to know about the internet sites that specialised in reporting news that was of interest to business men and women.
One of the first steps in the study commissioned by Pierre was to bring together a focus group of business banking customers. This group of 30 people was carefully selected to represent the market as a whole without any significant bias. The focus group was asked to indicate which internet news sites (out of the ten most popular sites) they visited regularly and on which they could recall at least one advertising message. The suggested correlation was that these sites would be the most effective sites on which ABC could advertise to reach and capture the attention of the decision-makers in the business banking sector.
The Excel file entitled “QBM Individual Assignment – Australian Banking Corporation) – Raw Data” was created as part of the initial stages of the study. This file contains:
Pierre is unsure of how much money to commit to advertising on internet news sites in order to quell ABC’s market share slide in the business banking sector, but he considers that a budget of $12,500 per week might be adequate.
Armed with the current data, Pierre would now like to know: (i) which internet news sites should be selected for ABC advertisements; and (ii) what percentage of potential customers will be reached via such an advertising campaign. However, to complicate matters he also does not want to count multiple exposures by the same persons to ABC advertisements. This means that if a customer were to visit multiple internet news sites on which ABC has placed advertisements, then that customer should only be counted as having been reached on the first instance he/she visits an internet news sites on which ABC has placed advertisement – he/she cannot be counted again.
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