Author Profile
Venkatesan, Rajkumar
Digital Marketing Metrics: Measuring What Matters
Venkatesan, Rajkumar Klopfenstein, Amy
M-1049 | Published September 10, 2024 | 8 pages Technical Note
Collection: Darden School of Business
This technical note provides an overview of common digital marketing metrics. It includes formulas for calculating the metrics and an explanation of what each metric represents. It also describes the ... Read More
YouTube Advertising with Roger Federer: Switzerland’s Tourism 2024 Campaign
Venkatesan, Rajkumar Klopfenstein, Amy
M-1057 | Published August 29, 2024 | 23 pages Case
Collection: Darden School of Business
Set in December 2023, this case explores Switzerland Tourism’s (ST’s) multi-year advertising campaign with tennis star Roger Federer. ST and Federer initially collaborated in 2021 with a YouTube video... Read More
Three Empirical Methods for Calculating Customer Lifetime Value
Zhang, Zhihao Whitler, Kimberly Venkatesan, Rajkumar
M-1056 | Published August 01, 2024 | 11 pages Technical Note
Collection: Darden School of Business
A useful method in the marketer’s toolkit for determining the value of a representative customer from a certain segment is customer lifetime value (CLV). A CLV analysis essentially summarizes the prof... Read More
Flipkart: Reimagining the Digital Customer Experience
Venkatesan, Rajkumar Kemp, Bianca
M-1047 | Published March 13, 2024 | 23 pages Case
Collection: Darden School of Business
This field-based case recounts the story of two executives facing a critical decision at Walmart-backed, India-based Flipkart Online Services Private Limited (Flipkart), an expanding e-commerce compan... Read More
Sustainable Competitive Advantage
M-1015 | Published January 12, 2022 | 6 pages Technical Note
Collection: Darden School of Business
This note discusses the sources of competitive advantage for firms, including scale economies, network economies, counter positioning, switching costs, branding, cornered resources, and process power.... Read More
Exam Simulation
M-1011 | Published March 31, 2021 | 1 pages Case
Collection: Darden School of Business
For exam simulation led by Professor Rajkumar Ventatesan. Read More
Sticks Kebob Shop (SmartCase)
Venkatesan, Rajkumar Gibbs, Shea
M-0990 | Published October 16, 2020 SmartCase
Collection: Darden School of Business
Sticks Kebob Shop (Sticks), a small restaurant chain headquartered in Charlottesville, Virginia, is interested in opening its fifth quick-service restaurant, and the executives have narrowed their sea... Read More
Digital Marketing Simulation: Media Attribution at ExerciseMinder (SIMULATION)
M-0988 | Published February 05, 2020 | 1 pages Simulation
Collection: Darden School of Business
Media attribution is a critical issue for marketers. Digital media provides marketers access to fine-grained data about consumer interactions with brands, but identifying the contribution of different... Read More
Text Analytics: Turning Words into Data
Gibbs, Shea Venkatesan, Rajkumar
M-0986 | Published December 06, 2019 | 12 pages Technical Note
Collection: Darden School of Business
The searchable internet contains almost 2 billion websites. And new, text-rich sites are being added at a rapid pace: more than 700 million popped up from 2016 to 2017, according to the International ... Read More
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle
Venkatesan, Rajkumar Farris, Paul W. Wilcox, Ronald T.
M-0981 | Published October 08, 2019 | 220 pages Case
Collection: Darden School of Business
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle is a collection of the original cases and technical notes that inspired the successful first-edition book. Covering an array of pract... Read More
Highly Recommended: Collaborative Filtering Gives Customers What They Want
Gibbs, Shea Venkatesan, Rajkumar
M-0974 | Published August 23, 2019 | 11 pages Technical Note
Collection: Darden School of Business
Netflix Top Picks, Amazon recommendations, the iTunes Genius button. They all have one thing in common: they are driven by clever algorithms that use a technique known as collaborative filtering. Ofte... Read More
Netflix, Inc.: The Mouse Strikes Back
Venkatesan, Rajkumar Gibbs, Shea Shively, Daniel
M-0975 | Published August 23, 2019 | 7 pages Case
Collection: Darden School of Business
In 2017, Disney announced that in 2019 it would launch Disney Plus, a subscription-based streaming video service that promised to rival Netflix, the dominant player in the market. This was the latest ... Read More
Driverless Trucks at Ford: Cruising into a Compromised Brand Identity?
Venkatesan, Rajkumar Craddock, Jenny
M-0967 | Published January 31, 2019 | 24 pages Case
Collection: Darden School of Business
Ford's F-Series of trucks were first introduced in 1948, and ever since they have represented American identity for their consumers. Both earned media, in movies like Urban Cowboy, and Ford's paid med... Read More
Automation of Marketing Models
Venkatesan, Rajkumar Craddock, Jenny Nagji, Noreen
M-0965 | Published November 06, 2018 | 9 pages Technical Note
Collection: Darden School of Business
This technical note gives students an overview of artificial intelligence (AI) and machine learning (ML) in order to help them understand how these fields can contribute to the future of marketing. To... Read More
Tackling Low Completion Rates—A Compare.com Conundrum (A)
Venkatesan, Rajkumar Craddock, Jenny Brodie, Kyle
M-0947 | Published September 08, 2017 | 17 pages Case
Collection: Darden School of Business
This is the first of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance s... Read More
Tackling Low Completion Rates—A Compare.com Conundrum (B)
Venkatesan, Rajkumar Craddock, Jenny Brodie, Kyle
M-0948 | Published September 08, 2017 | 1 pages Case
Collection: Darden School of Business
This is the second of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance ... Read More
Tackling Low Completion Rates—A Compare.com Conundrum (C)
Venkatesan, Rajkumar Craddock, Jenny Brodie, Kyle
M-0949 | Published September 08, 2017 | 3 pages Case
Collection: Darden School of Business
This is the third of a three-part case series. These three cases were designed to be taught in sequence. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance s... Read More
Marketing Analytics Resource Allocation (VIDEO PLAYLIST)
M-0946 | Published June 14, 2017 | Duration 61:59 Video Playlist
Collection: Darden School of Business
"Marketing Analytics Resource Allocation" is an introduction to and overview of how marketing analytics can be used to measure the impact of marketing. In this series on optimizing marketing resources... Read More
Why Marketing Analytics (VIDEO)
M-0924 | Published January 25, 2017 | Duration 6:05 Video
Collection: Darden School of Business
First in a series on marketing analytics, this six-minute video by Raj Venkatesan introduces the concept of marketing analytics and answers some basic questions: What is marketing analytics? How is ma... Read More
Using Resource Allocation to Build Success (VIDEO)
M-0925 | Published January 25, 2017 | Duration 4:03 Video
Collection: Darden School of Business
One potential use of marketing analytics is resource allocation. This four-minute video by Raj Venkatesan addresses how predictive marketing analytics was used at Samsung to optimize its marketing bud... Read More
The Resource Allocation Process (VIDEO)
M-0926 | Published January 25, 2017 | Duration 6:23 Video
Collection: Darden School of Business
This six-minute video introduces the steps involved in a company's optimal allocation of marketing inputs. Using the DuPont model as an example, Raj Venkatesan explains how a company might use data to... Read More
Understanding the Resource Allocation Process (VIDEO)
M-0927 | Published January 25, 2017 | Duration 8:31 Video
Collection: Darden School of Business
This eight-minute video is part of a series on marketing analytics. Using the hypothetical example of Pfizer, Raj Venkatesan applies a system-of-metrics framework to determine the resource allocation ... Read More
The Power of Analytics (VIDEO)
M-0928 | Published January 25, 2017 | Duration 2:22 Video
Collection: Darden School of Business
This two-minute video shows how analytics contributed to a growth in profits at IBM. IBM used analytics to answer the question: How do you optimally allocate the salesforce across six customer segment... Read More
Marketing Return on Investment (VIDEO)
M-0929 | Published January 25, 2017 | Duration 4:17 Video
Collection: Darden School of Business
This four-minute video discusses the calculation of return on marketing investments. Different from the traditional ROI measure, marketing ROI (MROI) focuses on the incremental return on marketing. It... Read More
Calculating Return on Investment (VIDEO)
M-0930 | Published January 25, 2017 | Duration 7:03 Video
Collection: Darden School of Business
Using the hypothetical company Powerful Power Tools, this seven-minute video walks through the calculations to determine the marketing return on investment (MROI). In addition to the MROI, Raj Venkate... Read More
Digital Media Attribution Part 1 (VIDEO)
M-0931 | Published January 25, 2017 | Duration 5:40 Video
Collection: Darden School of Business
This five-minute video introduces a hypothetical example illustrating the problem of digital media attribution. The growth in technology has complicated the allocation of marketing resources, but it a... Read More
Digital Media Attribution Part 2 (VIDEO)
M-0932 | Published January 25, 2017 | Duration 8:32 Video
Collection: Darden School of Business
This eight-minute video presents the marketer's challenge posed by the proliferation of media: How do we optimize the allocation of marketing resources among the numerous options available? Raj Venkat... Read More
The Zen of Media Attribution (VIDEO)
M-0933 | Published January 25, 2017 | Duration 7:14 Video
Collection: Darden School of Business
Using Intuit as an example, Raj Venkatesan walks through a complex media allocation example. Using econometrics and experimentation, this seven-minute video presents a process to optimize the allocati... Read More
Marketing Resource Allocation Takeaways (VIDEO)
M-0934 | Published January 25, 2017 | Duration 1:49 Video
Collection: Darden School of Business
This two-minute video describes a continuous-marketing-improvement process that optimizes the allocation of marketing resources. Combining marketing intuition, econometrics, and experimentation with a... Read More
Resource Allocation (Part 1) (VIDEO PLAYLIST)
M-0935 | Published January 25, 2017 | Duration 27:24 Video Playlist
Collection: Darden School of Business
"Marketing Analytics Resource Allocation (Part 1)" is an introduction to and overview of how marketing analytics can be used to measure the impact of marketing. In this first part of a two-part series... Read More
Marketing Analytics Resource Allocation (Part 2) (VIDEO PLAYLIST)
M-0936 | Published January 25, 2017 | Duration 34:35 Video Playlist
Collection: Darden School of Business
"Marketing Analytics Resource Allocation (Part 2)" applies predictive analytics to better understand marketing effectiveness. Using concepts introduced in "Marketing Analytics Resource Allocation (Par... Read More
Leonardo: Indianizing Olive Oil
Venkatesan, Rajkumar Farris, Paul W. Yemen, Gerry
M-0904 | Published March 09, 2016 | 12 pages Case
Collection: Darden School of Business
This field-based case works as a solid introduction to new product positioning in a nascent market with an opportunity to define the product category. At the start, the brand creates a new category pr... Read More
Shri Mahila Griha Udyog Lijjat Papad: It's A Women-Only Business
Isabella, Lynn A. Yemen, Gerry Mattoo, Nirja Venkatesan, Rajkumar Wicks, Andrew C.
OB-1091 | Published December 07, 2015 | 11 pages Case
Collection: Darden School of Business
The story of Lijjat offers an opportunity to challenge students to think about what a business is for. It can be used to explore students' cultural intelligence starting point and discover what they n... Read More
Have Text, Will Travel: Can Airbnb Use Review Text Data to Optimize Profits?
Gibbs, Shea Venkatesan, Rajkumar
M-0897 | Published November 13, 2015 | 6 pages Case
Collection: Darden School of Business
Hundreds of thousands of would-be hoteliers have been popping up all around the world, hoping to rent their own homes and apartments to complete strangers through a service called Airbnb. The goal of ... Read More
The Times of India: Start the Presses
Venkatesan, Rajkumar Yemen, Gerry Sriram, S.
M-0877 | Published June 08, 2015 | 22 pages Case
Collection: Darden School of Business
Perhaps among the most popular newspapers in the world, the Times of India (TOI) was faced with developing a national strategy in a very diverse country. The paper's strategy included lowering the pri... Read More
Picante Mexican Grill: A New Delhi Experience
Raz, Gal Weiss, Elliott N. Venkatesan, Rajkumar Bodily, Samuel E. Yemen, Gerry
OM-1520 | Published August 15, 2014 | 14 pages Case
Collection: Darden School of Business
Modeled loosely after the American restaurant chain Chipotle, Picante Mexican Grill seeks to offer fresh and healthy vegetarian fast-food options. The owners of this start-up chain in Gurgaon, India, ... Read More
Retail Relay (C)
Wilcox, Ron Venkatesan, Rajkumar
M-0868 | Published April 30, 2014 | 2 pages Case
Collection: Darden School of Business
This short case serves as an epilogue to the A and B cases. Specializing in local organic meat and produce, Retail Relay has developed a new business model for online grocery shopping and delivery. Re... Read More
Implementing Marketing Analytics
Farris, Paul W. Venkatesan, Rajkumar
M-0869 | Published April 30, 2014 | 8 pages Technical Note
Collection: Darden School of Business
This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mos... Read More
Segmentation at Sticks Kebob Shop
Venkatesan, Rajkumar Gibbs, Shea
M-0866 | Published March 07, 2014 | 10 pages Case
Collection: Darden School of Business
This case is used in the Marketing Analytics elective at Darden. A Sticks executive team is interested in opening a second quick-service restaurant in Richmond, Virginia. But before doing so, the team... Read More
VinConnect, Inc.: Digital Marketing Strategy
M-0864 | Published February 24, 2014 | 16 pages Case
Collection: Darden School of Business
This case is used in the course elective "Big Data in Marketing." The VinConnect company helped European wineries sell their products directly by using it to facilitate the direct-to-consumer (DTC) sa... Read More
A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W. Venkatesan, Rajkumar
M-0861 | Published January 21, 2014 | 9 pages Technical Note
Collection: Darden School of Business
Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the proces... Read More
Paid Search Advertising
Venkatesan, Rajkumar Gibbs, Shea
M-0860 | Published November 25, 2013 | 12 pages Technical Note
Collection: Darden School of Business
This note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanics of paid search is explained using the Google search engine platform. The not... Read More
Logistic Regression
Venkatesan, Rajkumar Gibbs, Shea
M-0859 | Published November 20, 2013 | 10 pages Technical Note
Collection: Darden School of Business
This technical note presents the reason for using a binomial logic regression in marketing applications. It is used in Darden's "Big Data in Marketing" course elective. The issues surrounding the use ... Read More
Multiple Regression and Marketing-Mix Models
Venkatesan, Rajkumar Gibbs, Shea
M-0855 | Published October 07, 2013 | 10 pages Technical Note
Collection: Darden School of Business
In this technical note, the concept of regression using a single independent variable is first introduced and then some of the practical challenges associated with it, including multiple independent v... Read More
The Tata Nano: The People's Car (Abridged)
Venkatesan, Rajkumar Gibbs, Shea
M-0850 | Published July 05, 2013 | 6 pages Case
Collection: Darden School of Business
This case is an abridged version of UVA-M-0768, "The Tata Nano: The People's Car (A)," and UVA-M-0804, "The Tata Nano: The People's Car (B)." Read More
Designing Marketing Experiments
M-0839 | Published August 29, 2012 | 7 pages Technical Note
Collection: Darden School of Business
This technical note is used in Darden's first-year core marketing course as well as in the marketing analytics elective. It could also be used effectively in modules covering the topics of market rese... Read More
Transformation of Marketing at the Ohio Art Company (A)
Farris, Paul W. Venkatesan, Rajkumar Moon, Dustin
M-0833 | Published July 31, 2012 | 6 pages Case
Collection: Darden School of Business
This case is intended to be part of a first-year MBA marketing course or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. It provide... Read More
Transformation of Marketing at the Ohio Art Company (B)
Farris, Paul W. Venkatesan, Rajkumar Murray, Meghan Moon, Dustin
M-0838 | Published July 31, 2012 | 9 pages Case
Collection: Darden School of Business
Ohio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandise... Read More
Netflix, Inc.: The Customer Strikes Back
Venkatesan, Rajkumar Shively, Daniel
M-0834 | Published July 30, 2012 | 7 pages Case
Collection: Darden School of Business
This case is an updated version of "Netflix Inc.: DVD Wars" (UVA-M-0763), and was written as a replacement for it. A financial analyst is asked to appraise the value of Netflix's stock at a time of u... Read More
Absolut Vodka: The Spirit of a Brand
Venkatesan, Rajkumar Raggio, Randle D. Noel, Katherine
M-0832 | Published June 27, 2012 | 15 pages Case
Collection: Darden School of Business
This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is ava... Read More
SVEDKA Vodka (C): Marketing Mix in the Vodka Industry
Farris, Paul W. Venkatesan, Rajkumar
M-0803 | Published September 09, 2011 | 2 pages Case
Collection: Darden School of Business
Suitable for both MBA and undergraduate-level courses such as "Integrated Marketing Communications," this is the third case in the series that traces a product from idea to established, successful bra... Read More
Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar Farris, Paul W.
M-0805 | Published July 12, 2011 | 12 pages Technical Note
Collection: Darden School of Business
The marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the pere... Read More
The Tata Nano: The People's Car (B)
Farris, Paul W. Venkatesan, Rajkumar
M-0804 | Published May 20, 2011 | 2 pages Case
Collection: Darden School of Business
In the follow-up to the A case of the same name, this case reveals post-launch results for Tata's $2,500 car. Students learn about Tata's promotion, price, place, segment, targeting, and positioning f... Read More
The Seven Questions of Marketing Strategy
Farris, Paul W. Parry, Mark E. Borden, Neil H. Jr. Venkatesan, Rajkumar Sharpe, Kathryn M.
M-0779 | Published July 08, 2009 | 4 pages Technical Note
Collection: Darden School of Business
This simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marke... Read More
SVEDKA Vodka (A)
Farris, Paul W. Venkatesan, Rajkumar Zuckerman, Ivy
M-0774 | Published January 27, 2009 | 16 pages Case
Collection: Darden School of Business
Suitable for both MBA- and undergraduate-level courses such as "Integrated Marketing Communications," this case series traces a product from idea to established, successful brand. In this A case, a sp... Read More
SVEDKA Vodka (B)
Farris, Paul W. Venkatesan, Rajkumar Zuckerman, Ivy
M-0775 | Published January 27, 2009 | 9 pages Case
Collection: Darden School of Business
In the second case of a three-part series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces... Read More
Catalina Marketing Corporation: Developing a Retailer Value Proposition
Venkatesan, Rajkumar Leliveld, Ingmar
M-0764 | Published August 21, 2008 | 15 pages Case
Collection: Darden School of Business
This case tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain. An optional instructor-only mul... Read More
Ukrop's Savings Spot
Farris, Paul W. Venkatesan, Rajkumar
M-0753 | Published August 18, 2008 | 15 pages Case
Collection: Darden School of Business
Ukrop's has developed a unique coupon dispenser that is placed in front of the store. Customers with Ukrop's loyalty card can use this system to obtain coupons that are customized for them. The case e... Read More
Advertising Experiments at the Ohio Art Company
Farris, Paul W. Venkatesan, Rajkumar
M-0752 | Published February 13, 2008 | 12 pages Case
Collection: Darden School of Business
This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case ... Read More
Cluster Analysis for Segmentation
M-0748 | Published March 22, 2007 | 7 pages Technical Note
Collection: Darden School of Business
This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profil... Read More
The Tata Nano: The People's Car (A)
Farris, Paul W. Venkatesan, Rajkumar Kishore, N. Raghu Lemley, Amy
M-0768 | Published | 9 pages Case
Collection: Darden School of Business
Students identify promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case is effective for MBA, undergraduate, and executive learners studying ... Read More
Cardagin: Local Mobile Rewards
Venkatesan, Rajkumar Ateya, Kelly Harr, Adam
M-0825 | Published | 14 pages Case
Collection: Darden School of Business
Cardagin, a new start-up in the increasingly competitive space of consumer/merchant apps for smartphones, is reaching an inflection point: decisions it makes at this stage can determine whether it bec... Read More
Wahoo Fitness: Segmentation and Data Insights
Venkatesan, Rajkumar Lopes, Henrique Yemen, Gerry
M-1025 | Published | 16 pages Case
Collection: Darden School of Business
This field-based case describes Wahoo Fitness’s (Wahoo’s) data-collection process, focusing especially on the customer survey it used to gain insights into its current and potential customers. One mon... Read More
Customer Journey Map
Venkatesan, Rajkumar Kim, Tami
M-1012 | Published | 6 pages Exercise
Collection: Darden School of Business
This digital marketing exercise guides student groups through “customer journeys” in five different categories: home goods, clothing, office equipment, car insurance, and groceries. Students assume th... Read More
Marketing Analytics Instructor Manual
M-1014 | Published | 173 pages Technical Note
Collection: Darden School of Business
This instructor manual is designed for use with Marketing Analytics: Essential Tools for Data-Driven Decisions, by Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox (2021), available at https:... Read More
Customer Insights
Venkatesan, Rajkumar Kim, Tami
M-1013 | Published | 4 pages Exercise
Collection: Darden School of Business
In this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools ... Read More