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Consulting lab on indie campers: digital marketing investment reframing
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Orientador(es)
Resumo(s)
The consulting project outlined in this thesis was conducted with Nova Bikes, a Spanish bikes
provider operating across Europe and North America. The client has relied on daily human
analysis of Google Analytics and Google Ads performance to manage its digital marketing
investment as it is its sole means of attracting customers to its platform. The consultant was
called upon to develop a framework that increases cost efficiency in the management of the
already existing digital advertising campaigns. A replicable MVP was produced for the problem
in hand for the location of Lisbon which was complemented with a set of recommendations.
Descrição
Palavras-chave
Strategy consulting Revenue management Demand forecasting Digital paid marketing Marketing expenditure