Star Digital, a multi-channel video service provider with over U.S. $ 100 million in annual advertising spending, the gradual increase in online advertising spend was. The company was very active in the management of its substantial advertising budget, with return on investment information to meet the expenses. Although the Internet provided a promising platform to measure advertising effect, so that was for display ads is difficult. The two common approaches to measuring display ad effect … Read more »

Star Digital, a multi-channel video service provider with over U.S. $ 100 million in annual advertising spending, the gradual increase in online advertising spend was. The company was very active in the management of its substantial advertising budget, with return on investment information to meet the expenses. Although the Internet provided a promising platform to measure advertising effect, so that was for display ads is difficult. The two common approaches to measuring display ad effectiveness tends to be either under or over value conversion rates. To truly measure the impact on sales conversion, Star needs to understand Digital what users have done if she had not seen advertising campaign. To do this, designed Star Digital a controlled experiment to measure the impact of display ads for its advertising campaigns. This case describes Star Digital experiment, focusing on the design and experiment how the company addressed various design themes. The case involves an Excel spreadsheet that contains sample data from the experiment. Students need to analyze the data spreadsheet to reply Displays questions about the effectiveness of Star Digital. This case study is based on data from a study of online advertising for a real company, but the company’s name, and some elements of the data have been disguised for confidentiality.
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from
Sridhar Narayanan,
Taylan Yildiz
Source: Stanford Graduate School of Business
5 pages.
Release Date: 6 March 2013. Prod #: M347-PDF-ENG
Star Digital: Assessing the Effectiveness of Display Advertising HBR case solution

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