EMPERIO Marketing Lab
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Fix a Delhi marketplace dashboard

Delhi · Fictional practice case

The decision

A marketplace runs two campaigns. A yields 800 orders and 200 returns, B yields 600 orders and 30 returns. Every retained order contributes ₹350 before advertising and each returned order incurs ₹120 in handling. Campaign spend is ₹1 lakh each.

Which campaign should get the next budget test?

Worked solution

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Case at a glance
Campaign A · ₹86,000 net. Campaign B · ₹95,900 net. Evaluate marginal results before scaling
  1. Align order and return windows and subtract refunds before calculating retained contribution. A retains 600 orders and B retains 570.
  2. A earns 600 × ₹350 − 200 × ₹120 − ₹1 lakh = ₹86,000. B earns 570 × ₹350 − 30 × ₹120 − ₹1 lakh = ₹95,900.
  3. Test a small reallocation toward B, keeping product and customer mix visible. The average result does not establish the next rupee’s return.

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