Instructions & Marketing Guide for Case Study 2:
“Rocket Fuel: Measuring the Effectiveness of Online Advertising”
Aim of this case study assignment
The purpose of this case study assignment is to analyse the results of a display campaign experiment and present its findings in an effective way. You’ll get familiar with the process of running a campaign experiment and how to measure its effectiveness.
Instructions
Please follow these instructions on how to complete Case Study 2:
1. Download the Case Study documents via these links (which are the same links as published on Moodle):
• Case Study: https://hbsp.harvard.edu/tu/47e726f1
• Spreadsheet: https://hbsp.harvard.edu/tu/c9b69d9e
2. Answer the 4 questions mentioned in the Case Study document by using only the information provided in the case study and the spreadsheet.
3. Create a PowerPoint presentation including your answers to the 4 questions. This presentation is the presentation Clara Demidenko would use to present the findings of the experiment to TaskaBella Inc.
4. Write down a script of what Clara Demidenko should say during the presentation in the Note section of each slide.
5. Create a Note Pages PDF file by going to File Print Settings – Print Layout – Note page Select Printer ‘Microsoft Print to PDF’ (instructions might vary based on software version and operating system)
6. Submit this Note pages PDF file using the Turnitin link on Moodle by Sunday 21th July 11:59 pm.
Tips:
• The 4 main questions have been broken out into sub-questions. You’d only have to answer the sub-question.
• Include easy to read graphs
• As an indication, use 1 slide per sub question
• Include the main point(s) in text on the slides
• Write your script as if you’d present to an audience
• If you’d present this presentation, it should last about 10 minutes • There are no word count restrictions
Marking guide
HD D CREDIT PASS FAIL
Information Q1 (7.5%) Detailed, accurate, relevant, key points highlighted. Detailed, accurate, relevant. Generally accurate and relevant, but some gaps and/or
irrelevant material. Limited knowledge, with some significant gaps and/ or errors. Very
limited, with many errors and gaps.
Information Q2 (15%) Detailed, accurate, relevant, key points highlighted. Detailed, accurate, relevant. Generally accurate and relevant, but some gaps and/or
irrelevant material. Limited knowledge, with some significant gaps and/ or errors. Very
limited, with many errors and gaps.
Information Q3 (15%) Detailed, accurate, relevant, key points highlighted. Detailed, accurate, relevant. Generally accurate and relevant, but some gaps and/or
irrelevant material. Limited knowledge, with some significant gaps and/ or errors. Very
limited, with many errors and gaps.
Information Q4 (12.5%) Detailed, accurate, relevant, key points highlighted. Detailed, accurate, relevant. Generally accurate and relevant, but some gaps and/or
irrelevant material. Limited knowledge, with some significant gaps and/ or errors. Very limited, with many errors and gaps.
Use of Evidence (20%)
Key points supported with evidence Most points illustrated with relevant evidence. Some illustrative
material but not critically evaluated. Some evidence mentioned, but not integrated into presentation Little or no evidence discussed.
Presentation Quality (30%)
Clear, lively, imaginative, good use of appropriate, slides and/or visual aids.
All slides easy to understand and read. Generally clear and lively, use of appropriate slides and visual aids.
All or almost
all slides easy to understand and read. Conveys meaning, but sometimes unclear or clumsy.
Some slides not appropriate or not easy to understand or read. Not always clear or easy to follow; unimaginative and not engaging.
Many slides not appropriate or not easy to understand or read. Clumsy, disjointed, difficult to follow, dull.
Slides not appropriate or not easy to understand or read.