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Using the attached datasets, answer the following: 1. What is the daily estimated revenue and NTF by channel during January and November 2015? a. Explain the methodology used to estimate these values? Summarize any significant explanatory variables. b. What are the strengths and weaknesses of your model? c. What additional data would you want to increase the accuracy of your estimate? 2. Assume the aggregate annual marketing cost is fixed. However, marketing spend can be adjusted to a different channel or time period (within the same calendar year). a. Would you adjust marketing spend? Why or why not? b. What would be the net impact in revenue and NTF? How did you arrive at this estimate? c. What additional information would you want and why? 3. In theory, what factors and considerations are needed to optimize marketing spend? Describe tests you could conduct to set optimal targets. What additional data would be needed for these tests?
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Marketing Data Analyst

Interviewed at Backcountry

2.6★
Mar 1, 2017

Using the attached datasets, answer the following: 1. What is the daily estimated revenue and NTF by channel during January and November 2015? a. Explain the methodology used to estimate these values? Summarize any significant explanatory variables. b. What are the strengths and weaknesses of your model? c. What additional data would you want to increase the accuracy of your estimate? 2. Assume the aggregate annual marketing cost is fixed. However, marketing spend can be adjusted to a different channel or time period (within the same calendar year). a. Would you adjust marketing spend? Why or why not? b. What would be the net impact in revenue and NTF? How did you arrive at this estimate? c. What additional information would you want and why? 3. In theory, what factors and considerations are needed to optimize marketing spend? Describe tests you could conduct to set optimal targets. What additional data would be needed for these tests?

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