AI BriefingPerformance Marketing College Scholastic Ability Test
Key point
This introduces a case study of a performance marketing practical test conducted by Oliveyoung's Commerce Marketing Team to strengthen data analysis capabilities.
Details
Oliveyoung Digital Business Division's Commerce Marketing Team, which is responsible for data-driven customer acquisition and on-site marketing, conducted its own 'Performance Marketing College Scholastic Ability Test' to improve team members' capabilities.
The test consisted of scenario-based questions assuming actual work situations. The main evaluation items are as follows.
- Analysis of basic metrics such as users, sessions, and bounce rate using Google Analytics(GA), and comparison of inflow trends by channel
- Calculating and analyzing performance of purchase conversion rate (CVR) and average order value (AOV) by channel group
- Analyzing app install status using Appsflyer and understanding key concepts such as LTV and Activity
- Calculating and visualizing CPI, which represents installs relative to ad spend
Through this kind of data analysis, Oliveyoung is focusing on reviewing the performance of marketing campaigns and establishing more effective marketing strategies going forward.
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