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  • October 2019 (Revised February 2023)
  • Case
  • HBS Case Collection

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists and music festivals. Because its media placements were carefully optimized, it was able to return a high degree of performance on the marketing dollar for its clients. The case series (A), (B), and a data intensive Excel Spread sheet focuses on how to optimize performance for two such clients, the Governors Ball Music Festival in NY and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer packaged goods (Red Bull) sold through indirect distribution. The case series provides students hands-on experience with “performance marketing” data and teaches them how to make data driven digital marketing budget allocation decisions.

Keywords

Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry

Citation

Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised February 2023.)
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About The Author

V. Kasturi Rangan

Marketing
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Related Work

    • October 2019 (Revised February 2023)
    • Faculty Research

    Gupta Media Supplement: Governors Ball Overview and Promotional Materials

    By: V. Kasturi Rangan and Courtney Han
    • October 2019 (Revised May 2021)
    • Faculty Research

    Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

    By: V. Kasturi Rangan and Courtney Han
    • May 2021 (Revised February 2023)
    • Faculty Research

    Gupta Media

    By: V. Kasturi Rangan
    • October 2019 (Revised February 2023)
    • Faculty Research

    Gupta Media: Performance Marketing in the Digital Age

    By: V. Kasturi Rangan and Courtney Han
Related Work
  • Gupta Media Supplement: Governors Ball Overview and Promotional Materials By: V. Kasturi Rangan and Courtney Han
  • Gupta Media: Governors Ball Ad Spending and Ticket Sales Data By: V. Kasturi Rangan and Courtney Han
  • Gupta Media By: V. Kasturi Rangan
  • Gupta Media: Performance Marketing in the Digital Age By: V. Kasturi Rangan and Courtney Han
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