The BBVA Compass case discusses a scenario where the display campaigns attributed to conversions to some extent for the search campaigns. The unadjusted cost per application (CPA) for a display network Datran is $238. The conversion rate for search with display ads on Datran is 3.31%. The conversion rate for search without display ads is 1.26%. The unadjusted search CPA is $73. Calculate the adjusted search CPA without Datran. Also, estimate the adjusted CPA for Datran.

The BBVA Compass case discusses a scenario where the display campaigns attributed to conversions to some extent for the search campaigns. The unadjusted cost per application (CPA) for a display network Datran is $238. The conversion rate for search with display ads on Datran is 3.31%. The conversion rate for search without display ads is 1.26%. The unadjusted search CPA is $73. Calculate the adjusted search CPA without Datran. Also, estimate the adjusted CPA for Datran.

Practical Management Science

6th Edition

ISBN:9781337406659

Author:WINSTON, Wayne L.

Publisher:WINSTON, Wayne L.

Chapter2: Introduction To Spreadsheet Modeling

Section: Chapter Questions

Problem 35P

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