Measuring the Effectiveness of Online Advertising - Management Assignment Help

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It was a typical foggy morning in the San Francisco Bay Area in February 2016 as the low clouds that had been pushed in by the sea breeze the previous night were slowly starting to burn off. Tensions were running high in Rocket Fuel's Redwood City headquarters as Clara Demidenko, a technical account manager, and her team were putting the final touches on a presentation for an all-important client meeting. The client's representatives from TaskaBella Inc., a manufacturer of women's luxury accessories, were already late as their morning flight into nearby SFO was delayed due to the low visibility at the airport. The extra two hours came in handy for Demidenko to go over the presentation with her team one last time. Their objective was to convince TaskaBella that the pilot advertising campaign that Rocket Fuel had recently completed was effective and to present strong evidence that the return on investment (ROI) was positive. The stakes were high as TaskaBella was in the process of reallocating a significant portion of its advertising budget spent on handbags and related accessories and was concluding a series of pilot studies to decide how to move forward. Rocket Fuel Inc. (NASDAQ: FUEL) was founded in March 2008 with a vision of transforming the digital advertising industry through big data and artificial intelligence. At a time when real-time bidding (RTB) and ad exchanges were still nascent, Rocket Fuel quickly grew into the industry leader by bringing the precision and conclusiveness of science to the world of marketing to drive higher ROI. By 2016, Rocket Fuel has grown into a business with nearly half a billion.dollars in annual revenue. Rocket Fuel's Ml Programmatic Marketing Platform is designed to leverage artificial intelligence (AI) to determine what marketing actions to take with a particular person in a particular moment of time. Using Machine Learning (ML) techniques the platform continuously updates the features of its underlying model to improve campaign effectiveness in real time. Just six months before the February 2016 meeting, TaskaBella approached Rocket Fuel to run a trial campaign for a newly released handbag model. The two teams discussed the overall scope of the campaign with an objective of targeting around half-million consumers online with TaskaBella's handbag ads. Over half of the discussion was centered on measuring the success of the campaign. TaskaBella was mostly concerned about reaching sufficiently high levels of conversion rates so that advertising dollars led to enough purchases to justify the spend. Demidenko explained that CPMs (cost per thousand) vary and were affected by many factors, but with the target sites and population TaskaBella had in mind, they could expect to pay an average of around $9 for a thousand impressions. TaskaBella estimated that given the price tag of over $100 on the handbag and given the variable costs associated with a unit, a converting user is worth about $40.2 
 
 

    
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