Assignment
In this assignment, you've been placed in the role of Head of Consumer Insights at the direct-to-consumer startup, Mockingbird. Fashioning itself as lower-cost, premium stroller brand, the company has received rave reviews from publications across the country, yet still, their market penetration is small compared to their more notable competitors like Uppababy, Graco, Chicco, and Bugaboo. You've been given a massive digest of data from the Digital Marketing Team on consumer search behaviors online. The dataset breaks down by state district the daily search and click volume (on Google) associated with various keywords related to the stroller space. Your task is to analyze the information, identify a set of strategic opportunities for the company, and prepare a 5-7 minute presentation elucidating where you believe the company should head given your findings.
Part A: Crash Course Marketer
If you are unfamiliar with the basics of digital marketing and how search volume works, research Pay-Per-Click advertising. In essence, the dataset includes various keywords that consumers are searching for on Google.
The key columns in the dataset include:
a) Daily Impressions: The total number of consumers who will see an ad when displayed for this keyword.
b) Daily Clicks: The total number of consumers who will click on an ad when displayed for this keyword.
c) Daily CPC Average: The total cost per click associated with each keyword. This is how much Google would charge an advertiser each time a consumer clicks their ad on this keyword.
While digital marketing keyword data can be powerful for marketers, they can similarly be exceedingly powerful for product and consumer strategy groups. By having access to the search behaviors of consumers, these groups gain a proxy on consumer demand. The more consumers searching for a phrase in a particular region, the more consumer demand likely exists for that product, good, or service. Similarly, if the cost-per-click is high in a region, it suggests multiple businesses are bidding on the keyword, suggesting it's a more crowded space.
Spend the time necessary researching these concepts online before proceeding to Part II.
Part B: The Executive Presentation
Once you've got a handle on what you're working with (and trust us-it's an incredible dataset), proceed to begin your objective. You need to explore the data and identify a set of key strategic insights, worthy of presenting to a senior leadership team.
You will need to explore the dataset to understand what it includes, research a bit about the stroller marketplace, and consider what angles might yield insights. You will then need to use Tableau to create a set of executive-grade visualizations that paint a picture around the insights you glean.
Once you've created your set of visualizations, incorporate them into a PowerPoint presentation, and record a 5 minute video recording of yourself walking the stakeholder group through your insights.