In recent years, digital marketing has surpassed offline marketing and made marketing technology (Martech) the number one spending priority of businesses that didn’t exist ten years ago (Johnsen, 2017). Moreover, in the coming months, businesses are going to become more reliant than ever on their digital strategy. Without wanting to sound too alarmist, in many cases it will be the deciding factor in whether they make it through the tough times ahead. One thing is clear: marketers in the post-COVID-19 era will have to rethink what technologies they really need, which ones can help them save money, and which ones can help them transform their businesses that have been altered by this crisis. Data science can help companies acquire more customers, it can tell when, where and how to pitch target audience to maximize yields and minimize waste (it is estimated that on average 26% of marketing budgets are wasted on ineffective channels and strategies (Blake, Nosko, Tadelis, 2015)).
Using the right data sources, we can build simple (and more complex) models to predict impact on the customers’ behaviors and PPC (pay-per-click) conversion rates respectively, if you run a campaign at a certain point in time. These predictive analytics can estimate when the desired action will happen and what can impact it, and what would be the financial value.
The objective of this research is to introduce a predictive financial model to help Genius Camp and other SMEs in the Education industry, which are disrupted by COVID-19 situation, to allocate their digital marketing budget more efficiently. The data-backed solutions from this model will equip them with tools to make more informed decisions about going virtual and their resulting digital marketing initiatives. (i.e. how to structure their social media campaigns to achieve the highest ROI)

Industry Partner(s):Genius Camp Inc.

Academic Institution:Ryerson University

Academic Researcher: Samarbakhsh, Laleh

Focus Areas: COVID-19

Platforms: Cloud