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VaycayNation: Driving Website Traffic through Second-Screen Analytics
Maik Eisenbeiss; Alexander BleierCase IVEY-9B20A027-EEntrepreneurship, Marketing, StrategyVaycayNation was a German start-up operating an online travel and booking portal. Despite its recent growth, the firm still had low brand awareness in the German market. As a remedy, the chief executive officer planned to invest in a major television advertising campaign to attract more visitors to the company’s website and thus improve its customer awareness. He wanted to build the campaign based on a solid understanding of how executional campa...Starting at €8.20
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Schibsted (A): Should We Launch 20 Minutes
Jean-Louis Schaan; Jordan MitchellCase IVEY-9B07M019-EStrategyThe executive vice-president of newspapers for Schibsted was about to meet with his colleagues to discuss the company's plan to release an internally developed free daily newspaper concept called 20 Minutes. Over the past couple of years, Schibsted's executive team had kept a watchful eye on the free newspaper industry, which was enjoying tremendous popularity. Earlier in the year, Schibsted had launched Avis 1, a free paper with direct delivery ...Starting at €8.20