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Business Analytics MBV ProgramIn this class we will cover how companies use business analytics to optimize their marketing. We will focus on digital marketing. In the first part of the class we focus on a case called Air France where the students will get a chance to analyze a search engine marketing campaign. In the second part of the class we will cover the Star Digital case where the students will analyze the outcome of an online advertising experiment. Both cases come with Excel worksheets and are available from HBS online site. There is a study guide provided for Air France, but nothing needs to be handed in. The students do need to hand in a 2-page write-up for Star Digital. Both cases involve some Excel manipulation, and I am providing an optional Excel assignment that reviews some basic Excel skills. Air France Case (Product #:KEL319-PDF-ENG ) (please print out the table, fill it in, and bring it to class)Here are some metrics (“Key Performance Indicators” or KPIs) to use to evaluate publisher performance. First go through this list and fill in the missing formulas, using the column names from the DoubleClick data tab on the Air France data spreadsheet. Also, answer the questions about abbreviations.KPIFormulaAvg. CPC What does that stand for?CTR What does that stand for?Transaction Conversion Rate (TCR)# of Bookings/ClicksNet RevenueTotal Revenue from Bookings – Total Cost of ClicksReturn on Ad $ Spent (ROA)Average Revenue per BookingTotal Revenue from Bookings/# of BookingsOverall Probability of Booking (i.e., the chance that someone books a trip given that they were shown an ad)Star Digital Write-Up Questions (Product #:M347-PDF-ENG) (please print out a 2-page write-up to the following questions)Why can’t you measure the effectiveness of advertising by simply looking at the clickthrough rate? Describe the experiment conducted by Star Digital.Why does one need to conduct an experiment in this particular setting? Take a look at the accompanying Star Digital spreadsheet. Please answer the following: For how many consumers do we have data? How many people purchased at Star Digital?How many people in the test condition purchased at Star Digital?How many people in the control condition purchased at Star Digital? What was the largest number of ad impressions that a consumer saw at website #3?Social Media Marketing MBV ProgramIn this class we will cover how firm can manage consumer social interactions. We will discuss the three roles that the firm can play in managing these interactions: listening, engaging and participating in consumer conversations. We will also discuss the drivers of conversations: 1) consumer’s motivation, and 2) the role of networks. Students will be exposed to the latest research as well as company examples. In the second part of the class we will discuss two cases: Tripadvisor and Dove. Managing Online Reviews at Tripadvisor (Product #:514071-PDF-ENG) (please hand in 2-page write-up)What are the ways in which hotels can manage reviews?A hotel owner is concerned about negative reviews appearing for the hotel on Tripadvisor. She suspects that the reviews were in fact posted on TA by the neighboring competitor. What aspects of the TA platform is responsible for these (possibly) fake reviews showing up? Compare the quality and number of reviews on Tripadvisor to those on Expedia. What are the differences that you see? (Please provide concrete examples). Dove: Evolution of a Brand Write-Up Questions (508047-PDF-ENG) (please hand in a 2-page write-up) Spend some time searching blogs (or communities) to get a sense of what people are saying about Dove today. How can you measure what you are finding? That is, how can you summarize and present your findings quantitatively? Footnote 1 of the case asks, “Is marketing now cheap, fast and out of control?” Footnote 2 refers to Dove having started a conversation that “they don’t have control of.” Do you see risks for the Dove brand today? ................
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