Curb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign

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dc.contributor.MentorGibbons, María Amelia
dc.creator.AutorTinti, Bernardo
dc.date.accessioned11/1/2023 17:00Z
dc.date.available11/1/2023 17:00Z
dc.date.issued2023?
dc.descriptionFil: Tinti, Bernardo. Universidad de San Andrés. Departamento de Economía; Argentina.
dc.description.abstractThis thesis explores the impact of a sign-in bonus campaign on mobile app usage, using Coinbase’s 2022 Super Bowl marketing campaign as a case study. Marketing campaigns can affect user behavior over different stages of their “customer journey”: getting to know the app, downloading and engaging with it. Based on user activity daily data and using the synthetic control method for rigorous impact evaluation, we find that the campaign had a significant short-term effect on app downloads, but no effect on posterior user engagement. These results cast doubts on the profitability of such marketing strategies.
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dc.identifier.citationTinti, B. (2023). Curb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign. [Tesis de maestría, Universidad de San Andrés. Departamento de Economía]. Repositorio Digital San Andrés. http://hdl.handle.net/10908/23347
dc.identifier.urihttp://hdl.handle.net/10908/23347
dc.languageeng
dc.publisherUniversidad de San Andrés. Departamento de Economía
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rightshttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.titleCurb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign
dc.typeTesis
dc.typeinfo:eu-repo/semantics/masterThesis
dc.typeinfo:ar-repo/semantics/tesis de maestría
dc.typeinfo:eu-repo/semantics/updatedVersion
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