VaycayNation: Driving Website Traffic through Second-Screen Analytics
(3 pages of text)
Case (Gen Exp)
VaycayNation was a German start-up operating an online travel and booking portal. Despite its recent growth, the firm still had low brand awareness in the German market. As a remedy, the chief executive officer planned to invest in a major television advertising campaign to attract more visitors to the company’s website and thus improve its customer awareness. He wanted to build the campaign based on a solid understanding of how executional campaign elements related to the firm’s website traffic. He asked his newly hired team member to use her analytical skills to prepare the data, structure her analysis, and interpret the results in order to provide clear guidance for him and the company.
This exercise is suitable for undergraduate- and graduate-level courses on marketing analytics, marketing communications, or digital marketing. Students need a basic understanding and ability to work with data and statistical software. The exercise can also be used in a business analytics class or in a business statistics class using quantitative analyses to improve decision-making. After working through the exercise and assignment questions, students will be able to do the following:
- Engage in quantitative analyses in order to develop better-informed marketing decisions (e.g., in TV advertising).
- Demonstrate the value of data-supported decision-making, especially considering the increasing availability of data at relatively low costs.
- Understand the possible relationships between traditional media touchpoints (i.e., TV advertising) and online media touchpoints (i.e., the company’s website) and identify and use such cross-channel linkages for more effective marketing management.
- Understand linear regression analysis, including its application and interpretation.
- Use R (a free software environment for statistical computing and graphics), an increasingly popular tool for marketing academics and practitioners.
Accommodation & Food Services
Germany, Small, 2018
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