In Pasta La Vista, students calculate campaign costs, click-through and conversion rates, assess advertising effectiveness, explain customer behaviour and decide whether Pasta La Vista should run another online campaign

In this lively, data-driven activity, students investigate whether digital marketing can help Pasta La Vista attract more weekday customers. They calculate the total campaign cost, click-through rate and conversion rate before interpreting what the results reveal about the advert’s effectiveness. Students then explore why many website visitors did not complete a booking, considering factors such as prices, menu choices and the booking process. Finally, they weigh the financial and marketing evidence to decide whether the restaurant should run another Google advertising campaign and explain their recommendation.