Creating a compelling data story : inside a search engine's ad sales strategy /

The case revolves around a marketing/sales executive Kushan, who works in the Ad Sales wing of a popular search engine. The case is situated in Mumbai, India, but is relevant to business and data science students worldwide. Over the course of the case, Kushan realizes that the company's marketi...

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Bibliographic Details
Main Author:	Kavitha Ranganathan (Author)
Format:	eBook
Language:	English
Published:	London : Indian Institute of Management, Ahmedabad, 2020.
Series:	SAGE Business Cases.
Subjects:	Internet marketing > Case studies. Search engines > Case studies. Marketing sur Internet > Études de cas. Moteurs de recherche > Études de cas. Internet marketing Search engines Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	The case revolves around a marketing/sales executive Kushan, who works in the Ad Sales wing of a popular search engine. The case is situated in Mumbai, India, but is relevant to business and data science students worldwide. Over the course of the case, Kushan realizes that the company's marketing strategy needs to refocus on a different vertical than the one it has been paying most attention to. After completing the required data analysis, he feels the data strongly points to a need for change in strategy. However, he has the difficult task ahead of convincing higher management of the importance of this finding and getting them to sanction a reallocation of resources accordingly. He needs to put together a compelling pitch using storytelling elements, so that the message in his data gets across clearly and his audience is compelled to act.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references.
ISBN:	9781529611106 1529611105