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Rocket Fuel: Measuring the Effectiveness of Online Advertising
Katona, Zsolt , and Brian Bell
Publication date: 7/1/2017, pages 1-6

The case describes an experiment measuring the effectiveness of an online advertising campaign. Rocket Fuel’s analysts need to prove the campaign had a positive return on investment (ROI). They randomly assign Internet users to a test or a control group based on cookies. The test group sees an ad for a new handbag by TaskaBella, Rocket Fuel’s client. The control group are shown an unrelated public service announcement. Rocket Fuel tracks which users eventually purchased a handbag from TaskaBella, allowing analysts to calculate effectiveness. A data set is provided with the case so students can conduct their own analysis.

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