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Set in 2014, Mobile Apps is a case about the mobile app games market. It requires the application of Excel’s Pivot Tables, Text and Sentiment analysis, and Panel Regression to determine whether a new game app is likely to be successful (profitable), what features (type of game, whether it should be a paid or free app) should be incorporated into the game, and the nature of keywords that could be used in a paid search campaign promoting the app.
A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.
A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.
Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.
Set in 2016-17, the case involves an email marketing company (anonymized) that used paid search campaigns and tracked keyword performance over a one-year period to understand how different keywords influenced impressions, clickthroughs, and sales. The analyses using Excel’s Pivot Tables and Panel Regression of a large data set helps in articulating tactical and strategic changes to the company’s paid search campaign for the next year.
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A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.
A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.
Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.
