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Have you ever clicked on a link to respond to a digital marketing offer? Whether you do or don't respond to digital marketing offers,

someone is tracking your behaviour, trying to measure the performance of the specific marketing tool being used. Often digital

marketing includes an offer and a way for the potential customer to respond, such as clicking the link to visit the company's website to

perhaps learn more about a product and ideally purchase. Companies will often try different offers to determine which one is more

likely to entice customers to respond. Marketers measure the clickthrough rate to determine the effectiveness of a digital offer. The

clickthrough rate measures how many people actually click on the offer, who are usually directed to the company website or a specific

webpage for more information, out of the total number of people that received the digital offer.

Clickthrough rate $($CTR$)$ is calculated as a percentage as follows:

Clickthrough rate Number of customers who click on the digital offer $$ Total number of customers who received the offer$)$

$100$

Assume you are an intern working for a company trying to evaluate two different digital offers. Option $1$ was a mobile ad with a

product description and a discount code received by $1,000$ people on their mobile device. $22$ people clicked on the ad to get the

discount code and were forwarded to the company's website, landing on the product page containing more product information.

Option $2$ was a short video that had an embedded QR code that also linked to the same product page. $47$ people scanned the QR code

out of the $2,000$ that received the video link. Calculate the clickthrough rate for both options. $($Round answers to $2$ decimal places, e$.$g$.$

$15\mathrm{.}25\%.)$

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