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

It became exceptionally hard to manage the Thunderbird website. The limitations were increasing on the skill to change content in a dynamic way. The website was not an asset or SEO benevolent. Because of the junk code embedded in the HTML pages, the Web crawlers, including Bingbot, and Googlebot always encountered the issues in discovering the key words. A new website, which ran on an open source technology, was launched in November 2012, in result of the significant efforts by the institute.

This website improved the access to crawlers and offered clean code. It also enhanced the Search Engine Optimization (SEO) management performance. The recruitment criteria got entirely dependent on its online marketing strategy, measure performance, the skills to purchase media effectively, and alter its plans rapidly gain tremendous importance. It needed the performance assessment of the new website and the school’s online media purchasing. Google Analytics provides the data of the first four months Web traffic. The data has been downloaded and is available in an Excel file. Thunderbird’s objectives of online marketing are (a) to enhance the results of sponsored ads placement, (b) to expedite the traffic of programs by 25%, (c) to increase efficiency of conversions by 30%, scaled by the downloading of an application form.

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