Business Case Studies & Business Publications

Creating a Compelling Data Story - Insid...

Ranganathan, Kavit...

Case

Creating a Compelling Data Story - Inside a Search Engine's Ad Sales Strategy

Ranganathan, Kavitha

IIMA-IS0140 | Published October 1, 2020 | 5 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

The case revolves around a marketing/sales executive who works in the Ad Sales wing of a popular search engine. Over the course of the case, the protagonist realizes that their marketing strategy needs to refocus on a different vertical than the one they have been paying the most attention to. He had done the required data analysis and feels the data strongly points to a need for change in their strategy. However, he needs to convincing the higher management by put together a compelling pitch using storytelling elements, so that the message in his data gets across clearly, compelling them to act.

How to put together an effective data-story. Data Visualization techniques. Situation Strategy on Relevant User Behaviour.