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| CASESTUDY-A
MAJAOR DATING SITE |
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The
Opportunity |
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| Design
and implement a dating site that
increases in users and memberships.
Analyze the effect of promotions
to the target audience, including
the effect of changing the size
and frequency of the promotions. |
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The
Challenge |
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Primary
objective: develop strategies
to increase traffic and sales.
Historically, one of the strategies
to accomplish this goal has been
the utilization of special promotions
and media mailers. |
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Study
the impact of promotions on traffic
at dating sites. Specifically,
examine (1) the overall effect
of promotions on traffic, and
(2) the marginal impact on traffic
of additional promotional material
/ media. |
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The
Solution |
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The
proper data was gathered and follow-up
interviews done. Key marketing
decision makers in missionEvitalize
were conducted to verify its quality.
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Advanced
econometric techniques were used
to elicit responses to the various
hypotheses regarding the effect
of traffic on team revenue. |
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The
Deliverables |
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A
final report was completed that
fully explained the results while
clarifying the methodology and
variances in the overall study.
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Key
marketing managers were briefed
on the results and how to interpret
them followed by discussion on
future promotional strategies.
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The
Results |
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Using
a data set containing 100,000
observations, we found that a
promotional mailer increases a
single event by about 104%. Additionally,
increasing the number of promotions
has a negative effect on the marginal
impact of each promotion. The
loss from this "watering
down" effect, however, is
outweighed by the gain from having
an extra promotion day |
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