Ivey Publishing
Henderson bas: The Primus.ca Campaign
Product Number:
9B09D013
Publication Date:
12/11/2009
Revised Date:
12/12/2011
Length:
13 pages (4 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In April, 2009, the director of media strategy at henderson bas, a Toronto-based online advertising agency, was evaluating the current campaign for Primus Telecommunications (Primus). It had been two months since the Primus home phone bundle banner advertisement campaign had been launched, and initial results were not as expected. While there were a lot of visitors attracted to the Primus website, those visitors were not converted into paying customers at a high enough rate. This poor conversion rate had pushed the cost per acquisition of new Primus customers to uncomfortably high levels, threatening the campaign's future. By gathering form usage data from the website and subsequently implementing visitor-tracking software, the director focused her attention to analyze the results to determine why visitors to Primus' website were not converting into paying customers.
Issues:
Disciplines:
Operations Management
Industries:
Administrative, Support, Waste Management and Remediation Services
Setting:
Canada, Small, 2009
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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