As stated in the Submission Guidelines for this assessment: a basic calculator and use of Excel is is allowed; Software and AI tools are not allowed . This means ChatGPT, Gemini, Copilot, or any other AI-based assistant may not be used to compute, generate, verify, phrase, or otherwise produce any answer on this sheet — including the short written answers in Part C. Every number and every sentence below must be your own work, worked out by hand with a plain calculator only.
Why This Case
Every specialization eventually has to sit across the table from a spreadsheet. For example:
A Marketing student needs to read a campaign report;
A Sales student needs to know if a target is realistic;
An Analytics student needs to explain a number to someone who doesn't build models;
A Finance student needs to know if a "successful" campaign actually made money.
This case is deliberately built so that Christ University students from all four specializations meet the same numbers from their own angle, then have to agree on one conclusion together.
Every formula you need is given to you in the question. Nothing here requires a statistics background — just careful reading, basic arithmetic (percentages, ratios, one subtraction), and the willingness to double-check your own number before you write it down.
Learning Objectives
Read a simple business data set and extract the numbers that actually matter, without needing an analytics background.
Calculate everyday performance metrics — percentages, rates, ratios, and averages — using formulas that are given, not derived.
Tell the difference between a "vanity metric" (impressions, orders, revenue) and a metric that tells you whether something actually worked (conversion rate, cost per customer, profit).
Use simple logical reasoning to settle a disagreement with numbers instead of opinions.
Explain a numeric conclusion in one or two plain-English sentences a non-specialist colleague could act on.
How This Session Works — 70 Minutes + 30 Minutes to Recap & Revise
≈10 minutes — read the case and the three exhibits once, all the way through, before picking up a pen.
≈45 minutes — Parts A and B (every formula is given; this tests careful arithmetic, not memory).
≈15 minutes — Part C (no new calculation — just interpret the numbers you already worked out).
30 minutes — recap your working and revise any answer before you submit.
The Case
"Reach Doesn't Pay Salaries" — Sprout & Co.
Sprout & Co. is a two-year-old direct-to-consumer healthy-snacks brand based in Bengaluru. Their newest product, a protein bar called "Protein Bites," launched three months ago and has been selling steadily through their website. To push it harder for the festive season, the team ran a 30-day Diwali marketing campaign in 2025 across two channels — Instagram Ads and Google Ads — driving traffic to a dedicated Protein Bites landing page.
The campaign just wrapped, and the Monday morning team review is not going well.
Diya, who runs marketing, is pleased: "We reached over 16 lakh impressions and closed 1,500 orders off just ₹3.2 lakh of ad spend. That's a huge win for a first festive push."
Farhan, who runs sales operations, backs her up — the North region alone brought in 600 orders, the most any region has done in a single campaign.
Meera, who runs finance, isn't celebrating yet. "Orders aren't the same as profit, Diya. Before we tell Kabir to double the budget for the Republic Day sale, I want to know whether this campaign actually made us money — and which channel is worth spending more on."
Kabir, the founder, has asked the team — and you — to settle it with numbers, not opinions, before Friday's planning call.
Exhibit 1 — Campaign Performance by Channel (30-day Diwali Campaign)
Metric
Instagram Ads
Google Ads
Total
Ad Spend (₹)
1,80,000
1,40,000
3,20,000
Impressions
12,00,000
4,00,000
16,00,000
Clicks
24,000
16,000
40,000
Website Visits
20,000
14,000
34,000
Orders
800
700
1,500
Exhibit 2 — Sales Summary, Protein Bites
Protein Bites sells as a single SKU (one box of 12 bars) at ₹400 per box. Each order in Exhibit 1 is for exactly one box.
Region
Orders
Share of Total Orders
North
600
40%
South
525
35%
West
375
25%
Total
1,500
100%
Exhibit 3 — Cost & Margin Snapshot
Item
Amount
Selling price per box
₹400
Cost of goods sold (COGS) per box — ingredients + packaging
₹180
Fixed campaign overhead for the 30 days — creative production + staff time (separate from ad spend in Exhibit 1)
₹50,000
Your Assignment
Work through Parts A–C in order — each one uses a number you calculated in the part before it. Show your formula and the numbers you substituted into it for every calculation, not just the final answer — partial credit is available for correct method even with an arithmetic slip.
Part A — Reading the Numbers 11 MARKS
A1. Calculate the Click-Through Rate (CTR) for Instagram Ads and for Google Ads.
4 MARKS
CTR (%) = (Clicks ÷ Impressions) × 100
A2. Calculate the Conversion Rate for Instagram Ads and for Google Ads — i.e., of the people who visited the website, what share actually ordered.
A3. Calculate the total Revenue generated by the campaign.
3 MARKS
Revenue = Units Sold × Price per Unit
Part B — Connecting the Dots 13 MARKS
B1. Calculate the Customer Acquisition Cost (CAC) for each channel — how much Sprout & Co. spent, on average, to get one paying order. Which channel is the cheaper way to acquire a customer, and by how much per order?
5 MARKS
CAC = Ad Spend ÷ Orders
B2. Calculate the campaign's Return on Ad Spend (ROAS).
4 MARKS
ROAS = Revenue ÷ Total Ad Spend
B3. Calculate the campaign's Net Profit or Loss.
4 MARKS
Contribution per box = Selling Price − Cost per box (COGS) Net Profit/Loss = (Contribution per box × Units Sold) − Total Ad Spend − Fixed Overhead
Part C — Applying Judgment 6 MARKS
C1. Diya says: "Instagram is our best channel — it got us more orders than Google (800 vs 700)." Using your answer to B1, do you agree with Diya? In 2–3 sentences, explain why comparing channels by order count alone can be misleading.
3 MARKS
Target: 2–3 sentences0 words
C2. Based on your ROAS (B2) and Net Profit/Loss (B3), would you recommend Kabir repeat this exact campaign for the Republic Day sale? Give one specific, numbers-based change you would suggest to improve the outcome next time.
3 MARKS
Target: 2–4 sentences0 words
Submission Guidelines
Individual submission, 70 minutes typed.
Show your formula and substituted values for every numeric answer — not just the final figure.
Round percentages to 1 decimal place and rupee figures to the nearest whole rupee, unless stated otherwise.
Part C answers should be 2–4 sentences each, in plain business language — no further calculation is needed beyond what Parts A and B already gave you.
A basic calculator (phone or handheld) is allowed; spreadsheet software and AI tools are not.
Declaration & Sign-Off
11th September 2026
By typing your name above and checking the declaration in the Academic Integrity section, you confirm this submission is entirely your own work, completed without AI assistance of any kind.
