Effectiveness of Pandora Advertising on Business Performance Metrics

INTRODUCTION
Measuring the effectiveness of a specific advertising vehicle can help an organization determine where it should continue allocated
its advertising resources. In this article, I will demonstrate how Peach Skin Clinic determined if their Pandora advertising efforts
were effective at producing an increase in appointments, total service sales, unique website visitors, total number of inbound phone
calls, and new customers treated.

METHODS
A Pandora Advertising campaign was created and launched on April 1, 2015 and was continued through June 30, 2015. The
campaign consisted of the following components:

1 :30 second laser hair removal radio ad

1 :30 second brand awareness radio ad
1 250 x 250 laser hair removal display ad
1 250 x 250 brand awareness display ad

The total budget for the Pandora Advertising campaign was $9,000 spread over 3 months. Data that was gathered is shown below
and was pulled from in-house software, Mind Body and Google Analytics software.
Table 1 Data collected and definitions of terms

New Customers Treated

Total Service Sales
Unique Website Visitors
Total # of inbound calls
Appointments

The number of new customers the employee serviced that were not scheduled with this employee
prior to the selected the date range.
New Customer Sales + Existing Customer Sales
Number of first time visitors to website.
Total number of calls made to business.
The total number of appointments booked within the date range.

Data that Before the start of Pandora campaign covers is January 2015, February 2015, and March 2015. Data that After the start
of Pandora Campaign covers is April 2015, May 2015, June 2015. A 2 tailed, unequal variance student t-test was performed to
determine if any significant difference was present when comparing the period before and after the campaign was implemented.

RESULTS
Table 2 Data analyzed with student t-tests

January
February
March

37
38
52

April
May
June

45
51
51

Before the start of Pandora campaign

Total Service
Unique Website
Total Number Inbound
Sales
Visitors
Phone calls
3616
185
133
4480
225
159
10265
698
237
After the start of Pandora Campaign
7065
608
275
8414
421
235
6382
315
181

P-value

0.30

0.64

Appointments

0.70

0.26

Effectiveness of Pandora Advertising on Business Performance Metrics | July 13, 2015

New Customers
treated
22
16
18
15
15
20
0.46

Table 3 Geo location of Pandora campaign clicks

Total number of clicks

Total number of clicks USA
Total number of clicks Arizona
Total number of clicks Tucson
Total number of clicks Casas Adobes
Total number of clicks Catalina Foothills
Total number of clicks Drexel Heights
Total number of clicks Oro Valley

Clicks
2734
2726
1495
745
95
55
5
8

Page Depth
NA
NA
1.47
1.46
1
1.11
1
1

Time Spent (seconds)

NA
NA
37
40
0
13
0
0

DISCUSSION AND CONCLUSION

After analyzing the period we can see that there was no significant difference between the data Before the start of Pandora
campaign and After the start of Pandora campaign. Based on these results, we can safely state that the campaign did not meet
the objectives.
We believe that geo location of the traffic referred played a significant role in the campaigns ability to produce positive changes.
Table 3 shows the total number of clicks produced by the Pandora campaign. Furthermore, the data shows that only 27% of traffic
referred from Pandora came from our target market.

Effectiveness of Pandora Advertising on Business Performance Metrics | July 13, 2015