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MedfirstIndia: Digital Marketing Analytics for Decision-Making
內容大綱
MedfirstIndia Trading Private Limited was a privately owned e-commerce start-up in India. The firm’s goal was to establish a first-of-its-kind medical devices e-commerce platform catering to various underserved market segments, such as small hospitals and independent medical practices. The firm relied primarily on digital channels for branding and customer outreach. However, the founders did not have a structured data-driven decision-making strategy in place despite the wealth of data flowing in through web analytics. In 2018, after three years of operations, the firm closed its doors. The case highlights the challenges of strategizing and managing the digital marketing operations of an e-commerce start-up.
學習目標
This case is designed for master of business administration or executive education courses in marketing or entrepreneurship. Additionally, it could be used in a course on marketing management or marketing analytics as well as in specialized masters or undergraduate programs in digital marketing. Students should be familiar with (1) the fundamentals of digital marketing, including channels such as Google Ads, social media advertising, and email marketing, and (2) the mechanics of spreadsheets and basic skills in spreadsheet modelling (e.g., calculating percentages, pivot tables, etc.). After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the complexities involved in developing and executing a digital marketing strategy for a firm.</li><li>Explore the various dimensions of digital marketing analytics data available to decision-makers.</li><li>Learn the importance of analytics data in monitoring and measuring digital marketing performance.</li></ul>