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Thumbnail image for product with reference number B5894
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Case
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Reference no. B5894
Subject category: Marketing
Authors: Zsolt Katona (Haas School of Business, University of California at Berkeley); Brian Bell (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Originally published in: 2017
Version: July 1, 2017
Length: 6 pages
Data source: Field research
Topics: Customer acquisition; Databases; Marketing; Online advertising; Sales management
Share a link: https://casecent.re/p/203975
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Abstract

The case describes an experiment measuring the effectiveness of an online advertising campaign. Rocket Fuel's analysts need to prove the campaign had a positive return on investment (ROI). They randomly assign Internet users to a test or a control group based on cookies. The test group sees an ad for a new handbag by TaskaBella, Rocket Fuel's client. The control group are shown an unrelated public service announcement. Rocket Fuel tracks which users eventually purchased a handbag from TaskaBella, allowing analysts to calculate effectiveness. A data set is provided with the case so students can conduct their own analysis.
Thumbnail image for product with reference number B5895
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Teaching note
-
Reference no. B5895
Subject category: Marketing
Authors: Zsolt Katona (Haas School of Business, University of California at Berkeley); Brian Bell (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Originally published in: 2017
Version: July 1, 2017
Length: 8 pages
Data source: Field research
View full details
Thumbnail image for product with reference number B5896
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Supplementary software
-
Reference no. B5896
Subject category: Marketing
Authors: Zsolt Katona (Haas School of Business, University of California at Berkeley); Brian Bell (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Published in: 2017
Format: .csv
Data source: Field research
Topics: Customer acquisition; Databases; Marketing; Online advertising; Sales management
View full details

About

Abstract

The case describes an experiment measuring the effectiveness of an online advertising campaign. Rocket Fuel's analysts need to prove the campaign had a positive return on investment (ROI). They randomly assign Internet users to a test or a control group based on cookies. The test group sees an ad for a new handbag by TaskaBella, Rocket Fuel's client. The control group are shown an unrelated public service announcement. Rocket Fuel tracks which users eventually purchased a handbag from TaskaBella, allowing analysts to calculate effectiveness. A data set is provided with the case so students can conduct their own analysis.

Related

Thumbnail image for product with reference number B5895
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Teaching note
-
Reference no. B5895
Subject category: Marketing
Authors: Zsolt Katona (Haas School of Business, University of California at Berkeley); Brian Bell (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Originally published in: 2017
Version: July 1, 2017
Length: 8 pages
Data source: Field research
View full details
Thumbnail image for product with reference number B5896
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Supplementary software
-
Reference no. B5896
Subject category: Marketing
Authors: Zsolt Katona (Haas School of Business, University of California at Berkeley); Brian Bell (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Published in: 2017
Format: .csv
Data source: Field research
Topics: Customer acquisition; Databases; Marketing; Online advertising; Sales management
View full details