Case Study Analysis and Solutions

Case ID: 911033

Abstract:
Case Solution & Analysis for Online Marketing at Big Skinny by Benjamin Edelman, Scott Duke Kominers
This case describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. It provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Also discusses similarities and differences between online and offline marketing, as well as issues of marketing campaign evaluation.

Keywords:
Advertising campaigns, Internet, Internet marketing, Marketing, Web-based technologies, Online Marketing at Big Skinny Case Solution

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