Solved Case Analysis: VinConnect, Inc.: Digital Marketing Strategy by Rajkumar Venkatesan

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Description

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) sales model to American consumers via offers delivered in e-mail. Unfortunately, the number of purchases has not been as high as VinConnect’s president had projected and the open rate for e-mails was high, so potential customers who received the offers were not always buying wine.

Publishing Authority:

Darden Business Publishing – University of Virginia

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