Creating a Compelling Data Story: Inside a Search Engine's Ad Sales Strategy

Abstract

The case revolves around a marketing/sales executive who works in the Ad Sales wing of a popular search engine. Over the course of the case, the protagonist realizes that their marketing strategy needs to refocus on a different vertical than the one they have been paying the most attention to. He had done the required data analysis and feels the data strongly points to a need for change in their strategy. However, he needs to convincing the higher management by put together a compelling pitch using storytelling elements, so that the message in his data gets across clearly, compelling them to act.

Citation

Ranganathan, K. (2023), "Creating a Compelling Data Story: Inside a Search Engine's Ad Sales Strategy", . https://doi.org/10.1108/CASE.IIMA.2023.000029