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http://hdl.handle.net/10908/23347| Título : | Curb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign |
| Autor/a: | Tinti, Bernardo |
| Mentor/a: | Gibbons, María Amelia |
| Fecha de publicación : | 2023 |
| Editor: | Universidad de San Andrés. Departamento de Economía |
| Resumen : | This 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. |
| Descripción : | Fil: Tinti, Bernardo. Universidad de San Andrés. Departamento de Economía; Argentina. |
| URI : | http://hdl.handle.net/10908/23347 |
| Aparece en las colecciones: | Tesis de Maestría en Economía |
Ficheros en este ítem:
| Fichero | Tamaño | Formato | |
|---|---|---|---|
| [P][W] T. M. Eco. Tinti, Bernardo.pdf | 3.98 MB | Adobe PDF | Visualizar/Abrir |
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