A multi-channel video overhaul contributor, Star Digital, with more than US$100 million in yearly promotion spending, was steadily swelling its online advertising spend.
The organization was extremely active in managing its considerable advertising budget, using return on investment info to make spending decisions. Doing such a thing for the display of ads was turning out difficult despite the fact that the net provided a bright platform to measure ad effectiveness. Both common approaches to quantifying display ad effectiveness tended to under or over worth conversion rates. Star Digital needed to understand what users would have done if they had not seen effort advertisements, to truly gauge the effect on sales conversion.
To do so, Star Digital designed a controlled experiment to gauge the effect of display advertisements for one of its advertising campaigns. The instance includes an Excel spreadsheet that contains sample data from the experiment. Students have to assess the spreadsheet data to answer questions on the potency of the display advertising of Star Digital. This case study is founded on data from an online advertising study for a real firm, but the name of the company and a few components of the data have been disguised for confidentiality.
Star Digital Assessing the Effectivness of Display Advertising case study solution
PUBLICATION DATE: March 06, 2013 PRODUCT #: M347-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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