Business Cases and Solutions

AbCDEmail case

Summary

Using Microsoft Access, students apply analytics to advertising planning and management in the digital arena. The objective of the case is to help an email service provider manage a paid search engine advertising campaign by selecting the keywords that optimize business performance, making the tradeoffs between generating traffic and reducing cost per conversion. Students will learn to extract data for analysis from a large database, assess the value of different types of metrics (metrics such as CPM, CTR, CPC, CPA that are relevant for different stages of customers’ decision journeys), and to use panel data analytics to identify performing keywords.

Recommended Software

Microsoft Access

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