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商品編號: W21363 出版日期: 2021/07/26 作者姓名: Kumra, Rajeev 商品類別: Marketing 商品規格: 13p 再版日期: 地域: India 產業: Utilities sector 個案年度: 2020 -
商品敘述:
In January 2020, Bombay Shaving Company had established an in-house digital team that was able to achieve the best digital marketing key performance indicators in its industry. BSC''s marketing strategy focused on conversion rates, influencer marketing, heatmaps, A/B testing, keyword cloud analysis, and emailer marketing. In using these tools, BSC was carving out a differentiated strategy for each step of the customer journey, including customer acquisition and customer retention. However, analysis of online purchase data had indicated that out of every thousand customers who visited the company''s website, only 13 ended up making a purchase. BSC had to address its poor conversion rate and determine how to ensure that its conversion rate would meet the industry standard.
涵蓋領域:
Marketing
相關資料:
Case Teaching Note, (W21364), 10p, by Rajeev Kumra
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