gupta media case study

Nothing but Net: Driving Ticket Sales for the Cleveland Cavaliers

High-Percentage Shots In today’s advertising world, you shouldn’t have to take bad shots. We worked with the Cavaliers to identify key audiences on Facebook, Instagram, and Twitter with the greatest likelihood of driving ticket purchases. We used 1st party data, past-purchaser information, and in-platform targeting tools to map out our buying strategy and used real-time conversion data to test our assumptions. By setting up pixel-based conversion tracking for each platform, we studied which ads and targets drove the most revenue from ticket sales. Each day we evaluated performance at an audience level and increased our investment in high-yield areas.

In the end, we delivered over 250% ROI and nearly 100% of attributed ticket sales came from these high-value audiences. By taking the time to set up conversion tracking with revenue reporting, create custom audiences, import email lists, and study purchaser behaviors across platforms, we were able to calibrate our strategy and give us the best chance for success.

— Highlights

Implemented new advertising tools to drive sales for a team that just lost it's biggest superstar

Delivered 250% ROI

100% of ticket sales came from the highest LTV category

Fast Breaks Deals can be used as effective incentives during important sales moments. From Black Friday to Cyber Monday, the Cavaliers offered up to 50% off discounts for all home games with no additional ticket fees.

During those two crucial sprints, we were able to keep over 85% of impression share across search on highly competitive keywords such as “Cavs tickets” and “Cavaliers tickets,” which were our two highest converting terms. At the end of our advertising campaign, over 60% of our project’s total ticket sales happened on Black Friday and Cyber Monday. When faced with a limited window of opportunity, it’s important to remain aware while moving quickly. Real-time revenue tracking allows us to spend aggressively, while having the flexibility to adjust on the fly. We were able to take advantage of the sale across 5 days and finished with an ROI of over 400% during the short window of opportunity. Stay Ahead of the Game Digital advertising is a constantly evolving industry, and new ad-types often provide innovative solutions for marketers with a specific need. During the Cavaliers’ up-to-50%-off Black Friday and Cyber Monday ticket sale, we used Google’s new Promotion Extensions and Facebook’s new Offer Ads to break through the noise.

By using ad-types designed to specifically emphasize offers and create a sense of urgency, our Facebook offer ads delivered over 700% ROI and our search ads delivered over 300% ROI.

Premiere Matchups Every fan wants to be at the game of the year, and oftentimes that’s when two great teams meet head-to-head. We worked with the Cavaliers to create a series of carousel ads that highlighted the biggest matchups remaining in the 2017-2018 season, and then watched as tickets started selling. In the end, we saw 58% of conversions across Facebook and Instagram coming through these highly effective ads with over 650% ROI.

Hype Up The Crowd Behind every championship team is a legion of dedicated fans, and cultivating fan engagement is a never-ending exercise in relationship building in and out of the arena. Oftentimes the most effective sales messaging for selling tickets is very direct. However, there are times when creativity, connecting with fans, and building engagement are worth prioritizing for the team’s brand.

For their Black Friday game against the Hornets, the Cavaliers created the hashtag #BlackoutTheQ to encourage their fans to wear all black to the game. Here, our ads on Facebook, Instagram, Twitter and Search served a dual purpose. On one hand, we helped the Cavs maximize attendance on Black Friday by selling additional tickets at over 100% ROI. On the other hand, we unlocked the power of every impression to increase fan participation and hype fans up for the debut of the Cavs new black “Statement” jerseys. In one week, we were able to reach 33% of Facebook fans, 29% of Instagram fans and 22% of Twitter fans in the greater Cleveland-Akron area. #BlackoutTheQ

Extending the Weeknd

In 2015 The Weeknd became the first to top the Hot 100, Billboard 200, and Artist 100 simultaneously. This was no fluke, but rather the result of major momentum built up to his album Beauty Behind the Madness and an aggressive, multi-phased marketing campaign.

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Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan, Courtney Han

Length: 25 page(s)
Publication Date: Oct 10, 2019
Discipline: Marketing
Product #: 520031-PDF-ENG

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Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists and music festivals. Because its media placements were carefully optimized, it was able to return a high degree of performance on the marketing dollar for its clients. The case series (A), (B), and a data intensive Excel Spread sheet focuses on how to optimize performance for two such clients, the Governors Ball Music Festival in NY and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer packaged goods (Red Bull) sold through indirect distribution. The case series provides students hands-on experience with "performance marketing" data and teaches them how to make data driven digital marketing budget allocation decisions.

Learning Objectives

To help students understand how the world of digital marketing works. More importantly, marketing has undergone a recent transformation towards measuring performance, and this case provides a data intensive view of how the return on marketing promotions can be measured and managed.

Oct 10, 2019 (Revised: Feb 21, 2023)

Discipline:

Industries:

Advertising industry

Harvard Business School

520031-PDF-ENG

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Gupta Media is an online marketing agency that specializes in search engine marketing, social media marketing, web development and design. They work with forward-thinking clients, including the world’s largest entertainment companies, art museums, events, music festivals and trade shows to help them better utilize the web in their online marketing efforts.

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gupta media case study

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What Is a Case Study?

When you’re performing research as part of your job or for a school assignment, you’ll probably come across case studies that help you to learn more about the topic at hand. But what is a case study and why are they helpful? Read on to learn all about case studies.

Deep Dive into a Topic

At face value, a case study is a deep dive into a topic. Case studies can be found in many fields, particularly across the social sciences and medicine. When you conduct a case study, you create a body of research based on an inquiry and related data from analysis of a group, individual or controlled research environment.

As a researcher, you can benefit from the analysis of case studies similar to inquiries you’re currently studying. Researchers often rely on case studies to answer questions that basic information and standard diagnostics cannot address.

Study a Pattern

One of the main objectives of a case study is to find a pattern that answers whatever the initial inquiry seeks to find. This might be a question about why college students are prone to certain eating habits or what mental health problems afflict house fire survivors. The researcher then collects data, either through observation or data research, and starts connecting the dots to find underlying behaviors or impacts of the sample group’s behavior.

Gather Evidence

During the study period, the researcher gathers evidence to back the observed patterns and future claims that’ll be derived from the data. Since case studies are usually presented in the professional environment, it’s not enough to simply have a theory and observational notes to back up a claim. Instead, the researcher must provide evidence to support the body of study and the resulting conclusions.

Present Findings

As the study progresses, the researcher develops a solid case to present to peers or a governing body. Case study presentation is important because it legitimizes the body of research and opens the findings to a broader analysis that may end up drawing a conclusion that’s more true to the data than what one or two researchers might establish. The presentation might be formal or casual, depending on the case study itself.

Draw Conclusions

Once the body of research is established, it’s time to draw conclusions from the case study. As with all social sciences studies, conclusions from one researcher shouldn’t necessarily be taken as gospel, but they’re helpful for advancing the body of knowledge in a given field. For that purpose, they’re an invaluable way of gathering new material and presenting ideas that others in the field can learn from and expand upon.

Gupta Media: Performance Marketing in the Digital Age

Format: Print
| Language: English
| Pages: 25

About The Author

V. Kasturi Rangan

Related work.

Faculty Research

Gupta Media Supplement: Governors Ball Overview and Promotional Materials

October 2019 (Revised May 2021)

Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

May 2021 (Revised February 2023)

Gupta Media

Gupta Media Supplement: Governors Ball Overview and Promotional Materials By: V. Kasturi Rangan and Courtney Han
Gupta Media: Governors Ball Ad Spending and Ticket Sales Data By: V. Kasturi Rangan and Courtney Han
Gupta Media By: V. Kasturi Rangan
Gupta Media: Performance Marketing in the Digital Age By: V. Kasturi Rangan and Courtney Han

Gupta Media Performance Marketing In The Digital Age Case Study Solution Analysis

by HBR Twenty Seven

Gupta Media Performance Marketing In The Digital Age Case Study Solution & Analysis. Get Gupta Media Performance Marketing In The Digital Age Case Study Analysis & Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Gupta Media Performance Marketing In The Digital Age Case Solution, Case Analysis, Case Study Solution. V. Kasturi Rangan, Courtney Han Less

Email us for Any Case Solution at: [email protected] Gupta Media Performance Marketing in the Digital Age Case Study Solution & Analysis Gupta Media Performance Marketing in the Digital Age Case Study Solution & Analysis. Our tutors are available 24/7 to assist in your academic stuff, Our Professional writers are ready to serve you in services you need. Every Case Study Solution & Analysis is prepared from scratch, top quality, plagiarism free. Authors: V. Kasturi Rangan, Courtney Han Get Case Study Solution and Analysis of Gupta Media Performance Marketing in the Digital Age in a FAIR PRICE!! Steps for Case Study Solution & Analysis: 1. Introduction of Gupta Media Performance Marketing in the Digital Age Case Solution The Gupta Media Performance Marketing in the Digital Age case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Gupta Media Performance Marketing in the Digital Age case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Gupta Media Performance Marketing in the Digital Age case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution. The case solution first identifies the central issue to the Gupta Media Performance Marketing in the Digital Age case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved. 2. Problem Identification of Gupta Media Performance Marketing in the Digital Age Case Solution Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Gupta Media Performance Marketing in the Digital Age is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these. 3. Analysis of the Gupta Media Performance Marketing in the Digital Age HBR Case Study The objective of the case should be focused on. This is doing the Gupta Media Performance Marketing in the Digital Age Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found. In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study. The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation. Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation. 4. SWOT analysis of Gupta Media Performance Marketing in the Digital Age Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] An important tool that helps in addressing the central issue of the case and coming up with Gupta Media Performance Marketing in the Digital Age HBR case solution is the SWOT analysis. The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Gupta Media Performance Marketing in the Digital Age Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue. Therefore, the SWOT analysis is a helpful tool in coming up with the Gupta Media Performance Marketing in the Digital Age Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used. 5. Porter Five Forces Analysis for Gupta Media Performance Marketing in the Digital Age Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Gupta Media Performance Marketing in the Digital Age operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions. • These are the threats that the industry faces due to new entrants. • It includes the threat of substitute products. • It includes the bargaining power of buyers in the industry. • It includes the bargaining power of suppliers in an industry. • Lastly, the overall rivalry or competition within the industry is analysed This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective. 6. PESTEL Analysis of Gupta Media Performance Marketing in the Digital Age Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] • The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry. • Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question. 7. VRIO Analysis of Gupta Media Performance Marketing in the Digital Age This is an analysis carried out to know about the internal strengths and capabilities of Gupta Media Performance Marketing in the Digital Age . Under the VRIO analysis, the following steps are carried out: • The internal resources of Gupta Media Performance Marketing in the Digital Age are listed down. • Each of these resources are assessed in terms of the value it brings to the organization. • Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors. • Each resource is assessed whether it could be imitated by competition easily or not. • Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not. • The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage. 8. Value Chain Analysis of Gupta Media Performance Marketing in the Digital Age The Value chain analysis of Gupta Media Performance Marketing in the Digital Age helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows: • The firm’s primary and support activities are listed down. • Identifying the importance of these activities in the cost of the product and the differentiation they produce. • Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] Recognizing value creating activities and enhancing the value that they create allow Gupta Media Performance Marketing in the Digital Age to increase its competitive advantage. 9. BCG Matrix of Gupta Media Performance Marketing in the Digital Age The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows: • Identify the relative market share of each strategic business unit. • Identify the market growth of each strategic business unit. • Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate. • Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix. The strategies identified from the Gupta Media Performance Marketing in the Digital Age BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting. 10. Ansoff Matrix of Gupta Media Performance Marketing in the Digital Age Ansoff Matrix is an important strategic tool to come up with future strategies for Gupta Media Performance Marketing in the Digital Age in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products. • The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy. • The organization can develop new products for the existing market. This is known as product development strategy. • The organization can enter new markets with its existing products. This is known as market development strategy. • The organization can enter into new markets with new products. This is known as a diversification strategy. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take. 11. Marketing Mix of Gupta Media Performance Marketing in the Digital Age Gupta Media Performance Marketing in the Digital Age needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis. • Analyse the company’s products and devise strategies to improve the product offering of the company. • Analyse the company’s price points and devise strategies that could be based on competition, value or cost. • Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements. • Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products. 12. Gupta Media Performance Marketing in the Digital Age Strategy The strategies devised and included in the Gupta Media Performance Marketing in the Digital Age case memo should have a strategy. A strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy. 13. Competitors analysis of Gupta Media Performance Marketing in the Digital Age The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Gupta Media Performance Marketing in the Digital Age looks at the direct and indirect competitors within the industry that it operates in. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] • This involves a detailed analysis of their actions and how these would affect the future strategies of Gupta Media Performance Marketing in the Digital Age . • It involves looking at the current market share of the company and its competitors. • It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc. • It also should look at the potential opportunities and threats that these competitors pose on the company. 14. Organisation of the Analysis into Gupta Media Performance Marketing in the Digital Age Case Study Solution Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Gupta Media Performance Marketing in the Digital Age case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations: • The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these. • The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] Gupta Media Performance Marketing in the Digital Age Case Study Solution that the business unit should focus on costs. • The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved. The case study analysis and solution, and Gupta Media Performance Marketing in the Digital Age case answers should be written down in the Gupta Media Performance Marketing in the Digital Age case memo, clearly identifying which part shows what. The Gupta Media Performance Marketing in the Digital Age case should be in a professional format, presenting points clearly that are well understood by the reader. 15. Alternate solution to the Gupta Media Performance Marketing in the Digital Age HBR case study It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Gupta Media Performance Marketing in the Digital Age is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations. 16. Implementation of Gupta Media Performance Marketing in the Digital Age Case Solution The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process. • A proper implementation framework shows that one has clearly understood the case study and the main issue within it. • It shows that one has been clarified with the HBR fundamentals on the topic. • It shows that the details provided in the case have been properly analysed. • It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

Email us for Any Case Solution at: [email protected] • The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Gupta Media Performance Marketing in the Digital Age Harvard case is complete and properly answered. 17. Recommendations and Action Plan for Gupta Media Performance Marketing in the Digital Age case analysis For Gupta Media Performance Marketing in the Digital Age, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows: • Gupta Media Performance Marketing in the Digital Age should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL. • Gupta Media Performance Marketing in the Digital Age should enhance the value creating activities within its value chain. • Gupta Media Performance Marketing in the Digital Age should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis. • To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email.

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Bringing Oysters to Ecomm

When the world locked down at the beginning of the COVID-19 Pandemic, Island Creek Oysters' (ICO) primary business of selling to restaurants rapidly dried up. However, they were convinced that their customers still had an appetite for oysters, and they were able to quickly ramp up their D2C business by building off the surge of people looking to celebrate at home.

As this grew into a bigger piece of their strategy, it became clear that they needed a digital agency to ramp up the sophistication of their paid media. While they had a very loyal following of brand evangelists, they still needed to get their message out to a wider audience.

By mixing media with analytics, we were able to build out a funneled strategy where spend was allocated according to estimated and real-time sales. This enabled ICO to take advantage of key moments by doubling down on ad-spend, which was balanced by scaling back at times when their customers weren’t as interested in buying oysters.

Leading into the 2020 holiday season, it was clear that Q4's consumption habits would be different. While get togethers were anticipated to be much smaller, people were still determined to make them special occasions. By ramping up ads and calling out the altered nature of the holidays, we were able to push out the idea that oysters were the ideal addition to any celebration.

Though ICO had been able to produce significant numbers from D2C throughout the pandemic, surrounding the December holiday, with a big push from paid, they were able to more than double their previous best month in terms of revenue. The ad campaign maintained a $9.18 ROAs over the course of the month, while contributing almost 50% of total sales across the site. Like so many other businesses, the pandemic forced ICO to shift their mindset and pivot to a new approach. By being aggressive and smart with this strategy they were able to dominate a new vertical. In 2021, even as people across the country start to return to normal and the restaurant oyster business returns to pre-pandemic levels, the D2C business has maintained its strength, now as an additional revenue stream as opposed to cannibalizing from restaurant sales.

Extending the Weeknd

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Gupta media: performance marketing in the digital age pestel analysis russia ukraine war, pestle analysis of gupta media: performance marketing in the digital age in light of russia ukraine war.

Gupta Media: Performance Marketing in the Digital Age case study written by By V. Kasturi Rangan and Courtney Han and has business operations that directly and indirectly are impacted by Russia Ukraine war. Some of the PESTEL Analysis factors that are impacting the Gupta Media: Performance Marketing in the Digital Age business environment are – War in Russia and Ukraine, loss of market opportunities in Russia & Ukraine, high government debts , technological changes such as ChatGPT and AI , rising housing debt and increasing mortgage rates, slowing growth rates across the world , crypto currency frauds and crash , geopolitical developments such as increasing competition between US and China, increasing interest rates , increasing food and fertilizer prices , increasing wages and risks of stagflation , increasing defence spending , and increasing credit card default rates and car loan payment defaults Check out more Harvard Business Review Case Studies Solutions

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Ahir Gopaldas and Anton Siebert (2022 July August) "What You’re Getting Wrong About Customer Journeys", Harvard Business Review , 92 Linda A. Hill, Emily Tedards, and Taran Swan (2021) "Drive Innovation with Better Decision-Making", Harvard Business Review 86 Dyer, J. H., & Hatch, N. (2004). Using Supplier Networks to Learn Faster. Sloan Management Review, 45(3), 57–63 Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17, 99–120 Dyer, J. H., Kale, P., & Singh, H. (2004, July–August). When to ally and when to acquire. Harvard Business Review , 109–115

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Why a performance marketing firm is asking employees to get out of the office to build company culture

Over the last year, companies have increasingly adopted a remote-first or hybrid work environment in light of the pandemic. But as Zoom meetings replace water cooler chats, performance marketing agency Gupta Media wants to maintain company culture via networking events and volunteer opportunities.

It’s an effort to build up relationships not just within the company, but in the advertising industry, according to Kelly Heath, head of people at Gupta Media. It’s also an opportunity for staff, especially new hires and recent graduates, to develop the soft skills needed to woo clients.

To get all 75 employees out of the office and into the field, Gupta Media is gifting tickets to networking events, panels and awards that staff can go to both locally and in other cities, hosting its own events in its Boston office, and incentivizing staff to use paid volunteer days. Currently, 10% of employee bonuses is tied to using those volunteer days during the work week, according to a spokesperson for Gupta.

The company has a flexible policy, with staff coming into the office an average of four days per week over a four-week period. There are also “WorkFromAnywhere” weeks throughout the year, in which staff can request to work remotely, and “SummerFlexFridays” in July and August, where the whole office goes remote. During Covid-19 spikes, Gupta Media protocol is weekly pooled PCR testing in-office for all staff, regardless of vaccination status.

Digiday caught up with Heath to talk more about Gupta’s workforce efforts, the importance of soft skills and how to maintain company culture in a hybrid, flexible working environment.

This interview has been lightly edited for clarity.

What was the catalyst to get Gupta Media staff out and back to in-person activities?

We’re about a year into this experiment of bringing people back into the office. One of the things that we found was that there was some real atrophy in social skills, soft skills that everyone within agency world knows is crucial to developing that next generation of leaders within an organization. You can teach them technical and tactical skills, and they can get really good at those. But it’s the soft skills that set that next generation apart. Many of our staff that we were bringing in as recent graduates, they had their internships canceled or gone fully hybrid or remote. We saw some of the challenges that they were facing. Team members that we had hired pre-pandemic were still doing really great work remotely. But again, those opportunities for them to develop those social and soft skills, they’re behind where we would expect them to be two, three or four years into their job.

How did leadership notice the lack of social and soft skills?

As we started to get out into client meetings, we were seeing workplace professionalism that people [should] have developed, whether it’s in dress, mannerisms or just pure presentation, they were out of practice. There’s also that opportunity to network that we found was really a problem. It’s one thing when you have a scheduled meeting on the books with one or two clients and their contacts. But getting into a client presentation, where there’s multiple in the room, it’s having the opportunity to socialize, meet new people within the organization that helps build that rapport and communication beyond Zoom.

For staff to leave work and head to these events or workshops, does that impact PTO at all?

We consider this part of the work. Because the stronger they are in these soft skills, the better they’re going to be as a member of our team as we grow them. So no. We’re not asking them to do this on their own time. We are looking for them to be a part of their workday.

There’s been a recent spike in Covid-19 cases in recent months. Any concerns around that with this new initiative?

We have been heavily promoting vaccination and boosters here at Gupta media, we have about a 99% vaccination rate. We have been adamant since day one, that remote work is still an option. If somebody doesn’t feel well, air on the side of caution. We have been supplying rapid tests since the beginning for our employees And again, we’ve been doing weekly Covid testing here to ensure that we are getting ahead of any potential outbreak.

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ORIGINAL RESEARCH article

This article is part of the research topic.

Network Analysis of Social Media Texts

Analyzing the Dynamics of Social Media Texts Using Coherency Network Analysis: A Case Study of the Tweets with the Co-hashtags of #BlackLivesMatter and #StopAsianHate

1 Elon University, United States

The final, formatted version of the article will be published soon.

Coherency refers to the association between two time series, which can be measured using spectral analysis. The coherence squared, similar to the squared correlation coefficient, can be calculated to determine the extent to which changes in individual nodes are related and how they co-evolve. The resulting matrix of these relations can be analyzed using network analysis.Through a case study of the tweets using the co-hashtags of #StopAsianHate and #BlackLivesMatter, this paper proposes a novel approach to use coherency network analysis to research the dynamics of social media text. By using frequency domain analysis or spectral analysis, the coherence squared is calculated to illustrate the relationship and co-evolution of individual nodes. Additionally, the slope of the phase spectrum is analyzed to determine the time lag and potential direction of causality between highly co-evolved node pairs.

Keywords: Coherance network anlaysis, semantic network, Social Media Text Analysis, Hashtag Activism, Tweet analysis

Received: 13 Jun 2023; Accepted: 25 Sep 2023.

Copyright: © 2023 Jiang and Xu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence: Dr. Ke Jiang, Elon University, Elon, United States

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The Gupta Empire: India's Golden Age

Did the Huns Bring Down Classical India's Gupta Dynasty?

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Advances of the Golden Age of Classical India

Establishing the gupta dynasty, rulers of the gupta dynasty, decline and fall of the gupta empire, the end of the dynasty.

Ph.D., History, Boston University
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The Gupta Empire may have lasted only about 230 years (c. 319–543 CE), but it was characterized by a sophisticated culture with innovative advances in literature, arts, and sciences. Its influence continues to be felt in art, dance, mathematics, and many other fields today, not just in India but across Asia and around the world.

Called India's Golden Age by most scholars, the Gupta Empire was likely founded by a member of a lower Hindu caste called Sri Gupta (240–280 CE). He came from the Vaishya or farmer caste and founded the new dynasty in reaction to abuses by previous princely rulers. The Gupta were ardent Vaishnavas, devotees of Vishnu (the "Supreme Being of Truth" to the sect) and they ruled as traditional Hindu monarchs.

During this Golden Age, India was part of an international trade network which also included other great classical empires of the day, the Han Dynasty in China to the east and the Roman Empire to the west. The famed Chinese pilgrim to India, Fa Hsien (Faxien) noted that Gupta law was exceptionally generous; crimes were punished only with fines.

The rulers sponsored advances in science, painting, textiles, architecture, and literature. Gupta artists created marvelous sculptures and paintings, perhaps including the Ajanta caves. The surviving architecture includes palaces and purpose-built temples for both Hindu and Buddhist religions, such as the Parvati Temple at Nachana Kuthara and the Dashavatara Temple at Deogarh in Madhya Pradesh. New forms of music and dance, some of which are still performed today, flourished under Gupta patronage. The emperors also founded free hospitals for their citizens, as well as monasteries and universities.

The classical Sanskrit language reached its apogee during this period as well, with poets such as Kalidasa and Dandi. The ancient texts of the Mahabharata and Ramayana were converted into sacred texts and the Vau and Matsya Puranas were composed. Scientific and mathematical advances include the invention of the number zero, Aryabhata's astonishingly accurate calculation of pi as 3.1416, and his equally amazing calculation that the solar year is 365.358 days long.

In about 320 CE, the chief of a small kingdom called Magadha in southeastern India set out to conquer the neighboring kingdoms of Prayaga and Saketa. He used a combination of military might and marriage alliances to expand his kingdom into an empire. His name was Chandragupta I, and through his conquests he formed the Gupta Empire.

Many scholars believe that Chandragupta's family was from the Vaishya caste, which was the third tier out of four in the traditional Hindu caste system . If so, this was a major departure from Hindu tradition, in which the Brahmin priestly caste and the Kshatriya warrior/princely class generally held religious and secular power over the lower castes. In any case, Chandragupta rose from relative obscurity to reunite much of the Indian subcontinent, which had fragmented five centuries earlier after the fall of the Mauryan Empire in 185 BCE.

Chandragupta's son, Samudragupta (ruled 335–380 CE), was a brilliant warrior and statesman, sometimes called the "Napoleon of India." Samudragupta, however, never faced a Waterloo , and was able to pass on a greatly expanded Gupta Empire to his sons. He extended the empire to the Deccan Plateau in the south, Punjab in the north, and Assam in the east. Samudragupta also was a talented poet and musician. His successor was Ramagupta, an ineffectual ruler, who was soon deposed and assassinated by his brother, Chandragupta II.

Chandragupta II (r. 380–415 CE) expanded the empire still further, to its greatest extent. He conquered much of Gujarat in western India. Like his grandfather, Chandragupta II also used marriage alliances to expand the empire, marrying into control of Maharashtra and Madhya Pradesh, and adding the rich provinces of Punjab, Malwa, Rajputana, Saurashtra, and Gujarat. The city of Ujjain in Madhya Pradesh became a second capital for the Gupta Empire, which was based at Pataliputra in the north.

Kumaragupta I succeeded his father in 415 and ruled for 40 years. His son, Skandagupta (r. 455–467 CE), is considered the last of the great Gupta rulers. During his reign, the Gupta Empire first faced incursions by the Huns , who would eventually bring down the empire. After him, lesser emperors, including Narasimha Gupta, Kumaragupta II, Buddhagupta, and Vishnugupta, ruled over the decline of the Gupta Empire.

Although the late Gupta ruler Narasimhagupta managed to drive the Huns out of northern India in 528 CE, the effort and expense doomed the dynasty. The last recognized emperor of the Gupta Empire was Vishnugupta, who ruled from about 540 until the empire collapsed around 550 CE.

As with the collapses of other classical political systems, the Gupta Empire crumbled under both internal and external pressures.

Internally, the Gupta Dynasty grew weak from a number of succession disputes. As the emperors lost power, regional lords gained increasing autonomy. In a sprawling empire with weak leadership, it was easy for rebellions in Gujarat or Bengal to break out, and difficult for the Gupta emperors to put such uprisings down. By 500 CE, many regional princes were declaring their independence and refusing to pay taxes to the central Gupta state. These included the Maukhari Dynasty, who ruled over Uttar Pradesh and Magadha.

By the later Gupta era, the government was having trouble collecting enough taxes to fund both its hugely complex bureaucracy and constant wars against foreign invaders like the Pushyamitras and the Huns . In part, this was due to the common people's dislike of the meddlesome and unwieldy bureaucracy. Even those who felt a personal loyalty to the Gupta Emperor generally disliked his government and were happy to avoid paying for it if they could. Another factor, of course, was the near-constant rebellions among different provinces of the empire.

In addition to internal disputes, the Gupta Empire faced constant threats of invasion from the north. The cost of fighting off these invasions drained the Gupta treasury, and the government had difficulty refilling the coffers. Among the most troublesome of the invaders were the White Huns (or Hunas), who conquered much of the northwestern section of Gupta territory by 500 CE.

The Huns' initial raids into India were led by a man who is called Toramana or Toraraya in Gupta records; these documents show that his troops began to pick off feudatory states from the Gupta domains around the year 500. In 510 CE, Toramana swooped down into central India and inflicted a decisive defeat at Eran on the Ganges river.

The records indicate that Toramana's reputation was strong enough that some princes voluntarily submitted to his rule. However, the records do not specify why the princes submitted: whether it was because he had a reputation as a great military strategist, was a blood-thirsty tyrant, was a better ruler than the Gupta alternatives, or something else. Eventually, this branch of the Huns adopted Hinduism and was assimilated into Indian society.

Although none of the invading groups managed to completely overrun the Gupta Empire, the financial hardship of the battles helped hasten the end of the dynasty. Almost unbelievably, the Huns, or their direct ancestors the Xiongnu , had the same effect on two of the other great classical civilizations in earlier centuries: Han China , which collapsed in 221 CE and the Roman Empire , which fell in 476 CE.

Agrawal, Ashvini. Rise and Fall of the Imperial Guptas . Motilal Banarsidass Publishers, 1989.
Chaurasia, Radhey Sham. History of Ancient India . Atlantic Publishers, 2002.
Dwivedi, Gautam N. " The Western Limits of the Gupta Empire ." Proceedings of the Indian History Congress 34, 1973, pp. 76–79.
Goyal, Shankar. " Historiography of the Imperial Guptas: Old and New ." Annals of the Bhandarkar Oriental Research Institute 77.1/4, 1996, pp. 1–33.
Mookerji, Radhakumud. The Gupta Empire . Motilal Banarsidass Publishers, 1989.
Prakash, Budha. " Last Days of the Gupta Empire ." Annals of the Bhandarkar Oriental Research Institute 27.1/2, 1946, pp. 124–41.
Vajpeyi, Raghavendra. " A Critique of the Huna Invasion Theory ." Proceedings of the Indian History Congress 39, 1978, pp. 62–66.
Timeline of Indian History
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Early Sources for Ancient Indian History
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Biography of Mahmud of Ghazni, First Sultan in History
The Koh-i-Noor Diamond
The Mughal Empire in India
Major Events in Ancient History
A Timeline of India's Mughal Empire
The Mauryan Empire Was the First Dynasty to Rule Most of India

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Faculty & Research Publications October 2019 (Revised February 2023) Case HBS Case Collection Gupta Media: Performance Marketing in the Digital Age By: V. Kasturi Rangan and Courtney Han Format: Print | Language: English | Pages: 25 Email Print Share Abstract
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