VinConnect, Inc.: Digital Marketing Stra...
Venkatesan, Rajkum...
VinConnect, Inc.: Digital Marketing Strategy
M-0864 | Published February 24, 2014 | 16 pages Case
Collection: Darden School of Business
Product Details
This case is used in the course elective "Big Data in Marketing." The VinConnect company helped European wineries sell their products directly by using it to facilitate the direct-to-consumer (DTC) sales model to American consumers via offers delivered in e-mail. Unfortunately, the number of purchases has not been as high as VinConnect's president had projected and the open rate for e-mails was high, so potential customers who received the offers were not always buying wine.
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