Overview
Create a PowerPoint
Topic: Online Advertising: Cadillac's CMO interview
Learning Goal: Get to understand how business works and how metrics play a role in different types of business.
The aim of the case research assignment is to give your opportunities to explore some topics/businesses that are of interest to you, and learn in the process how metrics and analytics play a role in different types of business. In your case research, you will pay attention to figuring our how the business works - can you describe it to others? What are the benefits it intended for its customers? Are there competitions? What metrics the business has monitored or should monitor (this also has to do with its business stage - think of new vs. established brands)? How firms make money and how consumers benefit? How competition plays out? What are some of the key metrics that matter the most for investors, management and consumers? What is common, and what is unique about their success? Are there conditions that are critical for their growth? Please go beyond what is directly mentioned here and try your best to figure out how this business works, and you will learn a lot in this process. You will do additional research by using some of the research means we shared in class, including google search and library resources.
When you do a presentation, please consider the above questions (you don't have to talk about them all but it is a good list to choose from and showing you've done some research about the topic, and contribute to the class's learning experience. Make sure you've introduce the business case and show how metrics were used and should be used.
When you make a comment in class: please keep it concise and limit it to around 1 minute. Learn to speak your exact point.
Some slide orders:
??How this business served its customers? What value/benefits it provides?
??What metrics are important for the business to monitor in order to achieve sustainable growth? You may break them down to consumer metrics and finance metrics.
??How they've run a successful business in their chosen field?
??Discuss your takeaways, and maybe proposing one or two discussion question.
you should include your speaker's note in the .pptx file
you will share a business case of your interest, and the focuses should be on how the business had used marketing analytics and metrics to deliver business results, and your takeaways. It's essential to highlight the consumer journey within this business and how it uniquely benefits its consumers. The presentation should typically comprise 10 slides, excluding the reference page.
To strengthen your points, be sure to include graphics, data, and links to videos.
Note that you are expected to research a business beyond what is discussed in one source. And you should pick a different case than what has been taken by other students. We expect each student will write their unique analyses for their chosen business.
If you cannot find a good case yet, you may consider the following company annual report analysis exercise.
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- The Annual Report Analysis
• Select a company to analyze: go to the SEC website and find its latest 10K annual report.
- • Introduce this company's core businesses
- • Identify which Marketing Measures are most important if you were going to build a dashboard for operating this company? Why?
• Identify what might be missing and where would you obtain the information?
• Indicate what you think is the net benefit of collecting each of these measures you have identified?