Thunderbird-Improving the Online Experience Web Performance Analytics Harvard Case Solution & Analysis

The Thunderbird web page had become hard to handle. The capability to change content in a dynamic manner was increasingly limited. The website was not SEO or resource friendly. The Web crawlers (e.g., Googlebot, Bingbot) had difficulty locating the right key words because of the junk code embedded in the HTML pages. After a broad institutional effort, in November 2012, a new site was started. The brand new website ran on an open source technology, the code was cleaner, and offered substantially better access to crawlers. It made SE0 direction more efficient. The ability to purchase media efficiently, measure performance, and correct its plans swiftly get relevance that is unbelievableas the MBA recruitment process turns out increasingly determined by its internet advertising strategy.

The operation of the new website along with the school's internet media buying should be appraised. Data on the initial four months of Web traffic can be found from Google Analytics.

The information has been extracted through downloading and is available as an Excel file. Thunderbird's online marketing goals are illustrated as (a) to ameliorate the effectiveness of display/sponsored advertisements positioning, (b) to escalate traffic to the programs speed by 25%, (c) to advance conversions, measureable by downloading of an application form, by 30%.

Thunderbird-Improving the Online Experience Web Performance Analytics Case Study Solution

 

PUBLICATION DATE: September 12, 2014 PRODUCT #: TB0371-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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