Media attribution is a critical issue for marketers. Digital media provides marketers access to fine-grained data about consumer interactions with brands, but identifying the contribution of different media channels to the acquisition and retention of customers is very challenging. Marketers use attribution modeling to identify the value of each media channel. This allows companies to attribute ap
The Beer Game is a competitive supply chain simulation that improves on the learning outcomes of the classic Beer Game developed at MIT. Students still assume one of four supply chain positions, but in the second game, profile participants can have full visibility of the entire supply chain (information regarding inventory on hand, incoming shipments, and demand), and each member of the supply cha
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle is a collection of the original cases and technical notes that inspired the successful first-edition book. Covering an array of practical marketing problems, Cutting Edge Marketing Analytics provides proven methodology matched with several business cases, many of which include actual data.
A couple wants to start a small flight charter company to serve the mining, oil, scientific, and wilderness adventure clients of northern Canada but worry that their thin financial base necessitates a sizable scale of flight operations during their first year. If a substantial revenue stream was slow to develop, or expenses were too high, their first year might be their last year?they had no finan
The primary purpose of this case is to provide students with an opportunity to practice the implementation of a simple activity-based costing (ABC) system. In doing so, students are asked to review several possible allocation bases and ascertain the best base by which to allocate plant administration costs. In addition, students are expected to calculate and compare traditional volume-based or dir
Annalisa McGann, chair of London's prestigious Clarence Hall University, together with the university's board, must make a decision about whether to return a large monetary donation from the Natour Charitable Foundation, which was founded and run by a recent graduate who was also the son of the leader of a corrupt, authoritarian regime in an oil-rich region. Almost two-thirds of the money had alre
This case examines the April 2002 decision of JetBlue management to price the initial public offering of JetBlue stock during one of the worst periods in airline history. The case outlines JetBlue's innovative strategy and the associated strong financial performance over its initial two years. Students can value the stock and take a position on whether the current $22 to $24 per share filing range
Britannia Chemicals was under pressure from investors to improve its financial performance because of the accumulation of the firm’s common shares by a well-known corporate raider. Earnings had fallen to 180 pence per share at the end of 2017 from around 250 pence per share at the end of 2016. The manager of Merseyside Works, a production plant owned by Britannia Chemicals, thus believed the time