Case studies
My MBA journey at LSU Shreveport challenged me to analyze complex business problems through a data-driven lens. These case studies explore marketing strategy, global expansion, and digital transformation, combining academic research with practical insights. Each analysis reflects my approach to understanding modern business challenges - finding the compelling story within the data.
The DuPont-NASCAR partnership presented an interesting puzzle: how does a B2B company measure success in a B2C-dominated space? While other sponsors could point to straightforward metrics like TV exposure (valued at $84 million), DuPont's real value creation happened behind the scenes. By digging into their hospitality program hosting 20,000+ customers annually, I uncovered the need for more sophisticated analytics to capture the true ROI of relationship-building in motorsports marketing.
Bank analytics might sound dry, but RBC's customer profitability challenge got my attention because it exposed a common truth in data-driven decision making: sometimes your 'proven' methods are completely wrong. When they implemented their new Value Analyzer system, 70% of customer profitability rankings shifted by at least two deciles - meaning they'd been fundamentally misunderstanding their customer relationships. It's a perfect example of how better data analytics can challenge our basic assumptions about business.
The Euro-Disney story perfectly captures what happens when American optimism meets European sensibilities. Having seen Disney parks myself, I was intrigued by how their 'one size fits all' approach spectacularly missed the mark in France. The most compelling part? Watching how they learned from these mistakes for Hong Kong Disneyland, though not completely. Their journey from cultural tone-deafness to measured adaptation really illustrates the complexities of global brand expansion.
Working with Air France's campaign data revealed the complexity of digital advertising strategies in modern air travel. I found myself dissecting their search engine marketing data, and what emerged was a clear picture of misaligned spending. While some channels like Google-Global were delivering exceptional ROI, others were basically burning money. The real insight came when connecting these performance gaps to emerging opportunities in metasearch platforms like Kayak, showing how even established brands need to stay agile in the digital space.