Mini Case Study:
A bike company recently designed a new mountain bike. In order to promote this new bike, this company ran a three-month marketing campaign on Facebook from March 2016 to May 2016 in the United States. Four social marketing methods were used in this campaign.
·First, a product page was created on Facebook, and FB users can “Like” the page and then receive updates from the page in their news feed.
·Second, a FB group was created to allow group members to have high levels of engagement.
·Third, a short video about this bike was created and then posted on the company page and the product page.
·Finally, a $100 off digital coupon was shared with a few targeted customers and allowing them to share the coupon with their friends.
In this campaign, a FB user can enter a sweepstakes lottery session to win a bike by clicking “Like” the product page, posting comments on the product group page, sharing the product page with friends, or inviting friends to the product group. In addition, some target users can also share the $100 off digital coupon on Facebook in the first three weeks.
This is the first time that this company ran a marketing campaign on Facebook. A marketing manager in the bike company was asked to evaluate the performance of the marketing campaign. Based on the evaluation, the manager was required to decide whether this campaign was successful in terms of promoting the new bike, increasing the bike sales, and enhancing the company brand. In addition, the manager needed to justify the conclusions. All the findings will be reported at the executive meeting.
·Based on the mini case given above, please answer the following questions (a-c):
a.What specific variables could be used to evaluate the performance of this marketing campaign? Please list at least three variables (e.g. “likes”) and briefly explain why you selected each of them.
b.Please indicate the unit of analysis (UoA) (see table below) in the following three scenarios and then answer the questions. (e.g. A researcher wants to investigate how knowledge sharing in supply chains impact their performance, UoA: supply chain)
·Are the units of analysis in the three scenarios the same? Why?
·Please briefly discuss why it is important to understand the unit of analysis in analytics.
Scenario Unit of Analysis
This manager wants to compare the effectiveness of
different social marketing methods in promoting the new
The manager wants to know which types of customers are
likely to purchase the new bike.
The manager finds that a person’s tier 1 network (e.g. all
friends that a person is directly connected to) on Facebook is
very important for promoting the new bike. Therefore, he
wants to investigate why certain networks
have higher sharing rates.
c.In addition to the data generated by Facebook, what other data will you recommend this manager to collect? Please provide one additional data source and briefly explain why this data source is needed. (e.g. think big data).
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