Online Ad Targeting at Thunderbird

Thunderbird has built a strong and efficient Internet presence in the last five years. The effort was supported by a consistent effort to develop its internal online marketing capabilities, resources, and technical infrastructure. As the MBA recruitment process becomes increasingly dependent on its online marketing strategy, the ability to buy media effectively, measure performance, and adjust its plans quickly acquire incredible relevance.

Kelly Santina, the school’s online marketing director, must assess the Google Analytics data covering the last seven months of website activity. Thunderbird’s online marketing goals are defined as (a) to improve the effectiveness of display/sponsored ads placement, (b) to increase traffic to the programs pace by 25%, (c) to improve conversions, measured by the downloading of an application form, by 30% and more...