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    Group 2 Thunderbird

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    Varija
    Thunderbird School of Global Management aims to improve its online performance. It uses the RACE framework - Reach, Act, Convert, Engage. It analyzes competitors and considers spending selectively on areas with high conversion. A 5C analysis of company, collaborators, customers, competitors and context is conducted. Recommended actions include evaluating sources with high conversion rates and low bounce rates, selecting sources to optimize spending, and handling missed opportunities by continuing bulk impressions or selective regional spending.

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    Group 2 Thunderbird

    Uploaded by

    Varija
    168 views7 pages
    Thunderbird School of Global Management aims to improve its online performance. It uses the RACE framework - Reach, Act, Convert, Engage. It analyzes competitors and considers spending selectively on areas with high conversion. A 5C analysis of company, collaborators, customers, competitors and context is conducted. Recommended actions include evaluating sources with high conversion rates and low bounce rates, selecting sources to optimize spending, and handling missed opportunities by continuing bulk impressions or selective regional spending.

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    thunderbird case

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    Thunderbird School of Global Management aims to improve its online performance. It uses the RACE framework - Reach, Act, Convert, Engage. It analyzes competitors and considers spending selectively on areas with high conversion. A 5C analysis of company, collaborators, customers, competitors and context is conducted. Recommended actions include evaluating sources with high conversion rates and low bounce rates, selecting sources to optimize spending, and handling missed opportunities by continuing bulk impressions or selective regional spending.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    168 views7 pages

    Group 2 Thunderbird

    Uploaded by

    Varija
    Thunderbird School of Global Management aims to improve its online performance. It uses the RACE framework - Reach, Act, Convert, Engage. It analyzes competitors and considers spending selectively on areas with high conversion. A 5C analysis of company, collaborators, customers, competitors and context is conducted. Recommended actions include evaluating sources with high conversion rates and low bounce rates, selecting sources to optimize spending, and handling missed opportunities by continuing bulk impressions or selective regional spending.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    Thunderbird

    Improving the online experience

    Group – 2
    Thunderbird – Improving the online experience

    FRAMEWORK - RACE

    • Reach
    • Act
    • Convert
    • Engage

    DECISION PROBLEM
    ALTERNATIVES
    Performance
    Assessment of the new
    website and school’s • Spend selectively – more on
    online media purchasing areas with high conversion
    • Identify sources with high
    conversion rate and low bounce
    rate
    5C Analysis

    COMPANY
    • Thunderbird School COLLABORATO CUSTOMER COMPETITOR CONTEXT
    of Global R
    Management – • External Media Ad • Management • Darla Moore • Recruit best global
    Founded in 1946 agency Aspirants – fresh School of Business talent
    • More than 50% • Third party college graduates, • Hult School of • Keep a diverse pool
    international students websites Middle and senior global of candidates
    • Offered several full • Google Adwords level managers management • Maintaining your
    time graduate and Google • Corporate • INSEAD position in increased
    business programs, Analytics customers • London Business market competition
    executive education • Researchers School
    and distance learning
    RACE Framework

    Plan Reach Act Convert Engage

    Planning your online SEO, Social networks, New website, Blog Capitalize on Promotion by
    spend strategy and Publishers and blogs community, interactive marketing, get the best Candidates, referrals
    define the KPI tools, customer support candidates in each
    program
    KPI
    KPI KPI KPI
    • Leads, increased traffic • Advocacy
    • Unique visitors • No of form
    to programs page downloads • Increased loyalty
    • Value per visit • Time on site, activity on towards the institute
    site • No of admissions
    4
    Recommended Actions

    Evaluate Select Optimize

    Identify the sources • Reduce the • Allocate more


    with high conversion spending on CPC resources on referral
    rate and low bounce and organic searches
    rate from search engines
    like Google
    • CPC has higher
    bounce rate

    5
    Handling Missed Opportunities

    • Continue buying impressions in bulk – In that case we need to factor in ROA and optimize our spend
    accordingly

    • Spend selectively only on regions with more conversion – We will be compromising with the
    diversity factor which is critical to any global institute

    6
    Thank You

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