Data analytics at a language-learning school : using data to guide marketing budgets and choices / Alessandro Cavallo, Davide Campofredano, Riccardo Maiolini.

Format:

Book

Author/Creator:

Cavallo, Alessandro, author.

Campofredano, Davide, author.

Maiolini, Riccardo, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

School management and organization--Italy--Rome--Case studies.

School management and organization.

Marketing--Management--Data processing--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Scuola di Lingue is an in-person school offering language-learning services in Rome, Italy. Established in 1995, the school was sold in 2018, and the new management looked for ways to modernize many aspects of the traditional school, including its marketing efforts, to achieve its sales goals. As part of the process, the school is considering the importance of data analytics. In this highly fragmented market, competition for customer acquisition is very high, especially with broad access to digital marketing and advertising platforms. Can the school use data analytics to guide its marketing budget to help keep customer acquisition costs sustainable while laying the foundations for customer lifetime value improvement?

Notes:

Description based on XML content.

ISBN:

1-0719-3014-1

9781071930144

OCLC:

1417357456