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

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Campo DC	Valor	Lengua/Idioma
dc.contributor.Mentor	Gibbons, María Amelia
dc.creator.Autor	Tinti, Bernardo
dc.date.accessioned	2023-11-01T20:00:06Z
dc.date.available	2023-11-01T20:00:06Z
dc.date.issued	2023?
dc.identifier.uri	http://hdl.handle.net/10908/23347
dc.description	Fil: Tinti, Bernardo. Universidad de San Andrés. Departamento de Economía; Argentina.
dc.description.abstract	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.
dc.format	application/pdf
dc.language	eng
dc.publisher	Universidad de San Andrés. Departamento de Economía
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.title	Curb your enthusiasm on sign-in bonuses : evidence from Coinbase’s Super Bowl campaign
dc.type	Tesis
dc.type	info:eu-repo/semantics/masterThesis
dc.type	info:ar-repo/semantics/tesis de maestría
dc.type	info:eu-repo/semantics/updatedVersion
Aparece en las colecciones:	Tesis de Maestría en Economía

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