商品敘述：

Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists and music festivals. Because its media placements were carefully optimized, it was able to return a high degree of performance on the marketing dollar for its clients. The case series (A), (B), and a data intensive Excel Spread sheet focuses on how to optimize performance for two such clients, the Governors Ball Music Festival in NY and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer packaged goods (Red Bull) sold through indirect distribution. The case series provides students hands-on experience with "performance marketing" data and teaches them how to make data driven digital marketing budget allocation decisions.

涵蓋領域：

Digital marketing;Financial performance measurement;Marketing;Social media

相關資料：

, (9-520-706), 0p, by V. Kasturi Rangan, Courtney Han;
, (9-521-107), 24p, by V. Kasturi Rangan

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