• Mining Big Data for Business Opportunities: The Digital Marketing Strategy of JTEACH

Abstract

This case study utilizes real-time data provided by Jteach.com, a consulting firm specializing in da-ta-driven business strategy consulting, organizational development, and talent management. The teaching objectives through this type of case study are to provide hands-on training through data collecting and analysis to guide students through the framework of business models using interac-tive data collected from Google Analytics global platform users.

This case study is designed for both advanced students at the university level or above, as well as for company marketing or business operations new hires tasked to identify insights from data analytics and develop actionable business intelligence. The primary objectives for this learning are to build student understanding in business intelligence with data analytics and to make informed and ana-lytics-based business decisions. This case study can be applied to business e-commerce website ana-lytics across many industries, analyzing large data sets and data points to gain insights into business activities and strategies for forecasting, planning, and demand sensing.

Case User #1 – Angela, a mid-level manager responsible for monitoring company internet site ac-tivities and collecting data from the analytics reports. Angela recommends and executes marketing strategies and report to her management performance outcomes, the effectiveness of implemented strategies.

Case User #2 – Tim, a marketing analyst reporting to Angela, manages the company internet site and data operations to aggregate traffic and usage data.

Case User #3 – Joanne, reporting to Angela, is responsible for digital and print advertising platform data analysis.

This study highlights daily interaction between the three principals and guides students on how to identify and assess company website usage. Additionally, the case introduces students to the con-cept of market segmentation (Segmenting, Targeting, Positioning) to develop model based data ana-lytics and strategic thinking skills.

Keywords: Data Analytics, Big Data Analysis, Target Customers, Strategic Thinking, Stp Market-ing, Digital Marketing Strategy.