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1) What was the physical presence of the leader, Bank of America? And the BBVA Compass? And Was the offline and online notoriety the same?
2) We are going to analyze the costs of attracting an online account vs an offline account. For this you have to look at both the data of the case and those of the attached tables in what the case calls evidence (annexes).
Let’s analyze the following data and in this order please:
Percentage of accounts closed online and offline
Number of accounts closed online and offline.
Annual advertising budget for online and offline accounts.
Considering this advertising budget only, as a cost of acquisition, calculate the CPA of an online and offline account, that is, the cost of acquiring an online account and an offline account.
Level of commissions paid for an online and offline account.
Retention rate for an online and offline account.
Ability to measure the effectiveness of an online and offline account.
Professors advice: I THINK THE BEST THING IS FOR YOU TO MAKE A TABLE COLLECTING THESE DATA SO THAT YOU CAN SEE ALL THE CONCEPTS GROUPED FOR EACH OF THE TWO WAYS OF COLLECTION.
3) related to the table and analysis of question 2:
With that data? Does it make sense to invest that amount in capturing accounts online? With that CPA?
Do CPAs take into account all interaction between offline and online channels?
Everyone who knows BBVA online, then close online?
The case does not give information on the interactions between offline and online channels, but are we going to paint them? Please describe or paint me as you think they would be?
For going one step further in these reflections …The CPAs as I have shown you in the table, and as I have asked you to calculate it …
Have they taken into account the cost of sponsorship?
And the cost of the branches?
And the cost of employees?
BBVA, how many branches does it have? Does online investment allow you to increase the knowledge of your offices?
Does online investment allow you to go to different segments than those targeted by your points of sale?
Then, what is the first reflection regarding the CPA that we have calculated in question 2 ?
