9 Questions for Digital Marketing Cases


9 Questions for Digital Marketing Cases

Sometimes we have to choose between platforms, programs or niches. And the decision can be helped by an increasingly widespread method of specific situations, more commonly known as the “case study method”.

Despite the fact that a proven product always looks more attractive compared to unverified ones, it must be remembered that sometimes the case method aims to show a specific product from the most favorable side. So the described results can be quite far from reality.

Validation of cases
Most of the cases, in addition to the fact that you “will be satisfied with our product”, contain some quantitative indicators. Despite the fact that the case is essentially a kind of brief description of the product in online stores, more and more retailers require specific numbers to confirm the effectiveness of the product.

The most mentioned product quantitative indicators:

Lower CPC / CPM (CPC / impression)
Higher clickthrough rate (CTR)
Enhanced conversion
Reduced CPA (cost per action)
Higher ROI / ROAS (return on investment)
Increased conversion, sales or other KPIs (key performance indicators)
Although all of the above are positive parameters, only some of them are important, while others are simply misleading. Below we will analyze what questions will help determine the true value of the product and separate the grain from the chaff.

1. Does my business look like a business model and KPI in this case?
The question is pretty obvious, but important. A tool or market that is beneficial for one area may not be suitable for another. If the situation and goals in question are close to your business, then the relevance of such a case will be correspondingly high.

2. When was the test conducted and are the results relevant?
The world, especially the digital one, is changing every day. And the cases of two years ago can already be considered obsolete. Tools, market, companies – a lot can change during this period.

Research approach
3. Were studies conducted in parallel or sequentially?
As a rule, parallel observations give the best result, since the seasonality of the market can affect the results during the test period. However, when conducting parallel tests, we are faced with the difficulty of finding several companies with similar indicators for comparison.

4. What is the scope of the study (clicks / conversion, etc.)?
If the sample in the example was relatively small, then the results will be inaccurate. For example, if only two or three conversions are compared in a case and it is reflected on paper that the conversions have increased by 50%, this may be a mere coincidence, and not the result of using any tool.

5. How long was the test conducted and what period was used for comparison?
Similar to the previous paragraph, it is important to consider that too short a study will produce severe distortions. On the other hand, in a too long period of time, all deviations affecting the final result, on the contrary, will not be visible.

6. What regulatory factors were monitored in the test?
To achieve the most transparent comparison, some regulatory factors are simply necessary. For example, expenses are one of those factors that must be taken into account in the example in order to identify the most effective tool that requires minimum expenses.

7. Is the result statistically significant?
According to paragraph 4, if the conditions under which the case is created are not informative enough, then positive changes can be the result of chance. Statistical significance will save you from doubt – if the case meets the requirements of significance, you can safely trust its results.

Data validation
8. What are the results for [fill in the appropriate]?
Very rarely come across A / B tests in which each of the indicators would give a positive result. For example, increasing CPA, we lose in conversion (due to the fact that the increase in CPA is caused by a decrease in CPC / CPM). And sometimes such negative or neutral results are not published, especially often such indicators as CPA and ROI.

9. How do I know that CPC / CPM will not grow in the future?
Since the price of a product depends on the level of competition, there is always a risk that a new market will become more and more expensive in the future. The early development of new markets can bring good profits until competition develops there.

As digital marketing strengthens its position, the role of the case study method grows. Indeed, even if there are many parameters that predict positive results, only a specific subset is suitable for a particular seller. The questions presented above can help shed light on the value of a particular program, platform or market covered in the case.

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