Interview - Case study help (Urgent)

Hi everyone,

Currently doing a case study for an interview on an private e-commerce company. How would you go about projecting visitors to the website going forward?

The issue I have is that while I know marketing spend would increase going forward, I have no "scientific" way of justifying how site visitors would increase. Do any of your experts know of a smart way to justify this going forward?

Thank you.

Edit: to mention it is private

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Comments (9)

Mar 18, 2018 - 4:18am

Find real relevant companies that reference their strategy and results in their corp filings. Off the top of my head, GoDaddy. They're public right?

Just relate Godaddy's half-naked chick ads to a large influx in visitors and make sure to bring pictures of the women in the ads as resources.

Or think of solutions on your own if this position in any way relevant to your case study (it is)

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Mar 18, 2018 - 4:26am
SeekingAlphaMale:

Find real relevant companies that reference their strategy and results in their corp filings. Off the top of my head, GoDaddy. They're public right?

Just relate Godaddy's half-naked chick ads to a large influx in visitors and make sure to bring pictures of the women in the ads as resources.

Or think of solutions on your own if this position in any way relevant to your case study (it is)

Hey thanks for the reply. But they are a private company which makes things harder.

Best Response
Mar 18, 2018 - 9:50am

The key part here is to match growing website traffic (incoming) with visitor/user acquisition costs (outgoing). You don't want to show a 100% CAGR for your website traffic when marketing costs were stagnant or decreasing. These two things go hand in hand and are crucial to the sustainability of the business going forward.

While user acquisition costs can be used as the input in the model, a better model will breakdown where these costs are coming from, making user acquisitions costs a model output and a KPI.

User traffic can be broken down three ways: referral, direct, and search. Find website analytical tools online to help you here with figuring out CPC, CPM, lead generation numbers.

Once you're finished forecasting, make sure your numbers make sense. For example, over time direct user traffic should become a greater source of total user traffic, with search and referral moving in the opposite direction.

  • 2
Mar 19, 2018 - 9:00am
oldrow:

The key part here is to match growing website traffic (incoming) with visitor/user acquisition costs (outgoing). You don't want to show a 100% CAGR for your website traffic when marketing costs were stagnant or decreasing. These two things go hand in hand and are crucial to the sustainability of the business going forward.

While user acquisition costs can be used as the input in the model, a better model will breakdown where these costs are coming from, making user acquisitions costs a model output and a KPI.

User traffic can be broken down three ways: referral, direct, and search. Find website analytical tools online to help you here with figuring out CPC, CPM, lead generation numbers.

Once you're finished forecasting, make sure your numbers make sense. For example, over time direct user traffic should become a greater source of total user traffic, with search and referral moving in the opposite direction.

Thanks bud, if I have further queries would you mind I PM you?

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Mar 18, 2018 - 10:26am

Oh are you calculating lifetime value (LV) of a customer for CSC Generation's case study in Chicago?

Mr 305

  • 1
Oct 16, 2018 - 1:58pm

I realize this thread is stale but I recently created a new thread looking for info on CSC Generation. Are you familiar with the firm and/or have you completed the case study you're referencing. Feel free to PM me if you would be willing to discuss.. I tried to PM you but for some reason it won't go through.

Mar 18, 2018 - 10:29am

Impressions per spend $ based on similar online advertising platforms or previous ad campaigns

Mr 305

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