Rocket Fuel is an analytics-based agency with a vision of transforming the digital advertising industry through big data and artificial intelligence. They ran a trial advertising trial campaign for a newly released handbag model for TaskaBella Inc., a manufacturer of women’s luxury accessories. Rocket Fuel is meeting with the client to discuss the campaign and to present evidence that the return on investment (ROI) was strongly positive.
Purchase the “Rocket Fuel: Measuring the Effectiveness of Online Advertising” case from Harvard Business Publishing using this link:
Read pages 1-3 of the case study. Answer the following questions, using the data in the attached Excel file.
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