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Star Digital: Assessing the Effectivness of Display Advertising Case Solution & Answer

Estrella Digital, a service provider of multi-channel video with over $ 100 million in annual advertising goes, gradually increased their spending on online advertising. The company has been active in the management of its substantial advertising budget information by return on investment to make decisions about spending. While the Internet has provided a promising platform to measure the effectiveness of advertising is to display ads is difficult. The two common approaches to measuring advertising effectiveness tend to show either below or above the conversion value. To really measure the effect on sales conversion, Estrella Digital necessary to understand what users have done if they had not seen the ads for the campaign. To do this, digital controlled star designed to measure the effect of display ads for their advertising campaigns experience. This case describes the experience of digital star, focusing on the design of the experiment and how the company has contacted several design problems. The accommodation includes an Excel spreadsheet that contains examples of data experience. Students must analyze the data sheet to answer questions about the effectiveness of ads display digital Stars. This case study is based on data from a study of online advertising for a real company, but the name of the company, and some data elements have been disguised for confidentiality.
by
Sridhar Narayanan,
Taylan Yildiz
Source: Stanford Graduate School of Business
5 pages.
Release Date: March 6, 2013. Prod #: M347-PDF-ENG
Digital Star: Assessing the Effectiveness of Display Advertising Solution Box

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