Carat Media Internship: Journal Entry #19

Last week I completed a sizeable analysis of a campaign, which involved multiple spreadsheets, detailing the site transparency of our client, specifically for mobile devices and their operating systems. I made numerous discoveries along the way, everything from audience type deduced from the app engagement to the popularity of phones amongst such groups, in addition to whether they were more or less likely to convert via analysing the app type e.g. popular gaming apps such as Words with Friends would be more likely to result in accidental clicks due to the nature of the game whereas other, less fast-paced and emotionally-charged apps such as those offering individual utilities like unit converters or -as we found- torches, would likely drive more genuine activity. It was valuable experience, but took up a large bulk of the day meaning that there's little to say without repetition. Ultimately this analysis took up eight spreadsheets, for four months from November 2013 to February this year, with each month analysed across two sheets, one for OS, the other for device.

Placements for the Campaign

While the task wasn't too difficult or hard to organise, it was time-consuming, which is why I'll move on to my afternoon task involving PowerPoint. Essentially, I was required to use a DSP to discover the data surrounding our Branding Campaign that spanned two clients and to write the successes and failures into a presentation. Normally I'd use Excel to examine the data in spreadsheet format, but seeing as there was no need to actually pull it from the DSP, only to use it for research, it was much easier to use the display alone, which really helped and it offered quite the opportunity to learn more functions of this particular program. In any case, after writing our overall CPCs for each line item for the first client (by which point there was less than half an hour remaining,) I unfortunately couldn't move onto our second client since either the Internet, or possibly the DSP, went down, which ended the day rather abruptly.

Our Line Items

But the day was quite stretching in summary and provided an interesting span of tasks, for which I'm glad, the ending being quite unfortunate. But hopefully with some luck, next week should run much more smoothly and it is then that I will resume this blog. Thanks for reading.