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    Media Atribution Exercise Minder 2

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    asmsmi
    The document describes a digital marketing simulation that follows a fictional fitness app company, ExerciseMinder, over several years as they evaluate different campaign options and face increased competition. It outlines various campaigns the company could run each year and provides metrics on the acquisition and retention impact of each campaign to help the user select the best performing options. The simulation gets more challenging over time as a competitor enters the market and ExerciseMinder must work to retain its existing customers.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Media Atribution Exercise Minder 2

    Uploaded by

    asmsmi
    1K views10 pages
    The document describes a digital marketing simulation that follows a fictional fitness app company, ExerciseMinder, over several years as they evaluate different campaign options and face increased competition. It outlines various campaigns the company could run each year and provides metrics on the acquisition and retention impact of each campaign to help the user select the best performing options. The simulation gets more challenging over time as a competitor enters the market and ExerciseMinder must work to retain its existing customers.

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    The document describes a digital marketing simulation that follows a fictional fitness app company, ExerciseMinder, over several years as they evaluate different campaign options and face increased competition. It outlines various campaigns the company could run each year and provides metrics on the acquisition and retention impact of each campaign to help the user select the best performing options. The simulation gets more challenging over time as a competitor enters the market and ExerciseMinder must work to retain its existing customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views10 pages

    Media Atribution Exercise Minder 2

    Uploaded by

    asmsmi
    The document describes a digital marketing simulation that follows a fictional fitness app company, ExerciseMinder, over several years as they evaluate different campaign options and face increased competition. It outlines various campaigns the company could run each year and provides metrics on the acquisition and retention impact of each campaign to help the user select the best performing options. The simulation gets more challenging over time as a competitor enters the market and ExerciseMinder must work to retain its existing customers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Digital Marketing Simulation:

    Media Attribution at ExerciseMinder


    Campaigns
    Rajkumar Venkatesan
    FOR INSTRUCTOR USE ONLY
    UVA-M-0988TNP3
    Rev. April 28, 2023
    Copyright  2021 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved. To order copies, send an email to sales@dardenbusinesspublishing.com. No part
    of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or
    otherwise—without the permission of the Darden School Foundation. Our goal is to publish materials of the highest quality, so please submit any errata to editorial@dardenbusinesspublishing.com.
    Digital Marketing Simulation:
    Media Attribution at ExerciseMinder
    GAME PROGRESSION
    • Year 2: Evaluate and select best campaign, with “obvious” answer
    • good option for instructor to demo

    • Year 3: Evaluate and select best campaign, with less intuitive answer

    • Year 4: Evaluate channel mix


    • same campaigns as year 3

    • Year 5: Evaluate and select best campaign

    • Year 6: Evaluate channel mix


    • same campaigns as year 5
    Year 2 Campaigns
    Campaign Acquisition Retention
    New member price discount Very high Low Clear winner
    Remarketing to website visitors Low Medium
    Bike to work Low Medium
    Promote social media features Medium Medium
    Year 3–4 Campaigns
    Campaign Acquisition Retention
    New member price discount Very high Low Still highest
    Message customers with tips and ideas High Medium Good in both (not intuitive)
    Emphasize benefits of healthy lifestyle Very low Low Dud
    10,000 steps per day challenge Low Medium
    Year 5–6 Campaigns
    Campaign Acquisition Retention
    Sign up a friend High Medium Highest
    Features appealing to fitness-oriented Medium-low Medium
    customers Retention-oriented
    Find nearby friends Low Medium Dud
    It's easy to get started Medium Low
    Reach out to non-exercisers Medium Low
    GAME PROGRESSION (Competitive Scenario)
    • Year 7: Campaign choices highlight the difficulties in retaining customers
    • Announcement: “Breaking News! A competitor, SmartFit, has introduced a new product that uses artificial
    intelligence and machine learning to provide personalized exercise planning. Analysts are concerned that
    ExerciseMinder is at significant risk of customers choosing SmartFit instead of ExerciseMinder.”

    • Year 8: Evaluate campaigns based on analytics


    • Announcement: “News update: SmartFit continues to rock the industry as it adds innovative new features. SmartFit
    now includes expanded health monitoring and an app that provides personalized health and lifestyle
    recommendations.”

    • Year 9: Most campaigns are effective, but only if company has good CLV
    • Announcement: “News update: The SmartFit customer base has grown considerably as new customers purchase
    the product. Surveys show that many ExerciseMinder customers have considered switching to SmartFit. Analysts
    ask: How will ExerciseMinder respond?”

    • View final results


    Year 7 Campaigns
    Campaign Acquisition Retention
    Expand to Canadian market Low Low Ineffective
    New member price discount Medium Low Less effective than year 2
    Support your local park Medium High
    Retention focused,
    best option
    Year 8 Campaigns
    Campaign Acquisition Retention
    College campus outreach Low Low Ineffective
    Encourage everyday use Low Medium
    Fashionwear Low Low
    Protect you in emergency Low Low
    Goals with friends Medium High Highest impact
    Year 9 Campaigns
    Campaign Acquisition Retention
    Fitness and diet recommendations Medium High Strong campaigns
    based on user history But only if good CLV
    Loyalty points for usage Medium-low High
    Renewal discounts Low High
    TV direct response campaign High Low
    Fashionwear Low Low
    Protect you in emergency Low Low

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