Sample Marketing Paper on Online Ad Targeting at Thunderbird

Online Ad Targeting at Thunderbird

Our synchronous lectures and your readings provided guidance for evaluating KPIs and website metrics.  For this case, your written case assignment should include a recommendation for Santina to improve the online performance of Thunderbird Marketing and Communications activities, which are mostly paid media (e.g., Thunderbird ads were placed on various platforms), as shown in the Excel datasheet provided with the case. Your recommendation should also include a forward-looking evaluation of the conversion rates and ROI for Thunderbird.

Preparation questions:

  1. Identify Thunderbird key metrics and define the KPIs.
  2. Generate tables and graphs, and provide a summary of the main observations, inferences, and potential extrapolations offered by the data.
  3. Conduct an evaluation of the whole group of KPIs and then group according to each marketing goal.  Identify gaps and opportunities based on the KPI grouping exercise.
  4. Provide recommendations for Santina to improve the online performance of Thunderbird Marketing and Communications. Please substantiate your recommendations with data.
  5. What impact will these recommendations have on the conversion rates and return on investment for Thunderbird Marketing and Communications?

Here are some hints and suggestions to approach this if you have not written a case analysis before.

  • Read the case fully, then think beyond the case. The questions posed in the case by the protagonists are often weaker than the questions you develop, or they lead you further.
  • If you see something more or different, create your own focus and even add KPI’s to the mix that was not mentioned in the case.
  • Fact-Based Problem Solving – We are looking at data and its metrics.
  • Know the difference between metrics,  KPI’s and objectives.
  • Develop a deep understanding of the data and its inferences before you venture down the dark road of strategic thinking.
  • Your strategic thinking should be informed by evidence, facts, extrapolated data.
  • This assignment asked you to project the ROI if your recommendations were implemented.
  • This aspect of the assignment, therefore, requires your recommendations to be specific, actionable, and measurable.


Your final deliverable will be no more than 3 single-spaced pages (11.5 font or larger and 1” margins) reflecting your analysis of the case, with no more than 4 pages of exhibits attached.

Individual Case Analysis Assignments:

The purpose of the case analysis assignments is for you to critically examine the key issues in the case and recommend a course of action.  The deliverable is not more than FOUR pages that reflect your analysis of the case.  The real world is about quality over quantity so please don’t spend time writing a summary of information already given to you in the case.  You are encouraged to attach exhibits to support your write-up, and you are allowed additional pages for these.

Exhibits are not required for a high grade; however, they are generally helpful to organize ideas, evaluate options, provide supporting evidence for recommendations, etc.  All exhibits should be clearly referenced in the write-up (don’t include material that is not specifically referenced or discussed in your narrative).  You are allowed an additional FOUR pages of exhibits. Less is often more. Keep in mind that exhibits should not be used simply as an extension of textual material.  Only include exhibits if you think they contribute something above and beyond the write-up.

Format for Individual Case Write-Up Assignment

  1. Your case write-up should begin with an executive summary that highlights the major issues in the case and clearly states your recommendation(s) based on your thorough analysis the aforementioned key issues (this should be one short paragraph).  The remainder of the case write-up should present in greater detail the analyses which support your conclusions.
  2. The role of the discussion questions is to highlight some of the key aspects of the case, which you should address.  You can also identify other factors that you feel are relevant to the situation at hand that may not be explicitly listed in the case and be prepared to include or discuss those factors in your analysis.
  3. The questions are designed to get you to think about certain issues.  The issues that you identify as the major issues in the case are the ones that you should focus on in your write-up. So, don’t answer the questions on a question-by-question basis. Rather, in analyzing and writing up the case, adopt the perspective of a consultant who has been hired by the company to advise it on the problem at hand. Stitch together the arguments in a smooth way in your write-up. Make sure you evaluate alternative strategies before arriving at your recommendation.
  4. Be sure to use the data in the case when appropriate, including footnotes and exhibits. Write-ups which ignore relevant data are incomplete. However, note that just because some data is presented in the case, it does not necessarily mean that the data is crucial or relevant to the solution you propose. Good managers know what data to use, and how that data must be used.

Effective, highly rewarded case write-ups will:

  1. Provide a coherent, well-organized analysis, not simply a set of notes pieced together. Redraft and proofread the report.
  2. Be concise. Keep the sections short, and provide a strong logical flow for your recommendations. Cut all the fat from your paper: for every sentence, ask yourself “does this specific phrase advance my argument?” If the answer is no, remove it. Write crisply and avoid details of the case that are not relevant to your recommendations. Do not simply restate data from the case. The CEO is already familiar with the business! On the other hand, take every opportunity to support your arguments with case data.
  3. State assumptions explicitly, whenever necessary.
  4. Provide recommendations that are cost-effective and appropriate to the marketing challenge and timing (short-term or long-term) of the problem at hand.
  5. Identify appropriate trade-offs when formulating your recommendation. For example, it is not acceptable to recommend that a company should attempt to have the: 1) highest quality, 2) lowest price, and 3) highest service. (e.g., Tesla for $10,000 and free lifetime battery service)
  6. Tie your exhibits to the text of the report by explicit reference (“see Exhibit X”).