ABCDEmail: search engine analytics case study (panel)

ABCDEmail: search engine analytics (panel)

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Set in 2016-17, the case involves an email marketing company (anonymized) that used paid search campaigns and tracked keyword performance over a one-year period to understand how different keywords influenced impressions, clickthroughs, and sales. The analyses using Excel’s Pivot Tables and Panel Regression of a large data set helps in articulating tactical and strategic changes to the company’s paid search campaign for the next year.

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Managerially complex

50%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

100%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.

Recent

80%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

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