Quality Alloys Executive Memo
Quality Alloys Executive Memo MKTG 5721
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This 2 page Class Notes was uploaded by Frederick Notetaker on Sunday March 6, 2016. The Class Notes belongs to MKTG 5721 at University of Missouri - St. Louis taught by Ho Kim, Ph.D. in Spring 2016. Since its upload, it has received 10 views. For similar materials see Digital Marketing Strategies and Measurement in Marketing at University of Missouri - St. Louis.
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Date Created: 03/06/16
Executive Memorandum Quality Alloys Frederick Eccher Quality alloys (QA) is considered small with only 75 million in sales… what does that make my business a blip… Anyway it’s a niche market that sells to small producers who buy only what they need for a job to be completed. QA uses direct mail, trade magazines and paid listing on industrial web portals to market to its customer base. In 2008 QA decided to extend its marketing with its own commercial website. This was to increase sales, brand awareness and add legitimacy to its business with contact information. QA has a problem assessing the value of the website as a Business to business (B2B). Business to consumer (B2C) generate sales via the websites shopping carts which makes it easy to assess return on investment (ROI). Demonstrating ROI on a B2B website is a challenge because it generates potential leads not sales. This makes it easy for people in a company to argue that IT doesn’t matter when discussing where company budgets should be spent. Using Google Analytics and Google AdWords QA started to compare the data. It could measure usage from before promotions and after to see spikes in website usage. Now knowing the web usage and having access to the sales data for the corresponding periods allows QA to show ROI of the website. I myself would go a step further and compare the data to a previous year without a website and a promotion at the same time to show how the website correlates to increased sales. This though goes beyond the case but as recommendations go it would show the value added by the website if there were significantly increased sales. If there were no increase in sales, it would show that the website didn’t matter. Here we can see website visits spiking during the promotion period. If you look at Jul 6 on both the website visits and financials you can see that a dip in visits has a correlation with less revenue generated but this may be an outlier as unique visits tapers off until the promotion period, but the financials are constantly fluctuating. I would say the ROI in the website lies mainly in promotion periods where new clients want more information about the products. Old clients would be a good indicator of the financials fluctuating, since they already know what they want and only buy as much as they need when they need it.