Reference no: EM133049557
Discussion: Case Study: Adidas and iProspect
Purpose
The purpose of this discussion is to explore the mathematical calculations that can be used to estimate or predict customer behaviour.
Determining return on investment for marketing campaigns has gotten tougher with the advent of multi-channel marketing and the rise of the mobile platform.
Adidas and iProspect have teamed up to determine where their marketing efforts are most effective.
Task
Step 1: Watch Adidas Case Study On The Full Value of Mobile Marketing
Step 2: Post your answers to the following three (3) questions in the discussion forum. Keep your answer to all questions to around 150 words in total.
1. Of the mobile users who clicked on the store locator, what fraction did iProspect estimate entered a physical store?
2. What did iProspect determine to be the worth of each individual store locator click? What implications did this have for return on investment?
3. Why did iProspect increase the average order value per visit from its initial amount? What were the amounts?
Step 3: Review the posts by your peers and note any similarities or differences in their answers to yours.
Step 4: Reply to a peer whose post has some interesting information you might have missed.
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