Case Readings Map (MBA DM)
Use published cases as evidence, not as templates to copy. Prefer figures from the linked case pages; do not invent extra KPIs.
| Week | Theme | Primary case | Cite these numbers | Discussion prompt |
|---|---|---|---|---|
| 1 | Strategy & journey | Home services stack | Ads CPA −42%; SEO leads ~3× (cite layers separately) | Why integrated channels beat “ads only”? |
| 2 | Sandbox / CRO | Bookstore CRO | Cart abandon −22%; purchases +15% | Which friction would you fix first on your sandbox? |
| 3 | SEO | Home services local SEO | Leads 12–15 → 42–48/mo; organic 450 → 2,847 | Local pack vs blog volume — what mattered? |
| 3 alt | SEO (e-com) | E-commerce SEO | Sessions +487%; organic revenue ~3×; CAC −58% | How does SEO change CAC vs paid? |
| 4 | SEM | Home services Google Ads | CPA NPR 4,722 → 2,571 (−42%) | Negatives first or bid higher? |
| 4 alt | SEM | Education PPC | CPL −40%; leads ~2×; ROAS 1.8× → 5.2× | Same spend, better structure — prove it |
| 5 | Meta / WhatsApp | Hospitality WhatsApp funnel | Process case (no invented occupancy %) | When is WhatsApp the conversion, not the form? |
| 5 alt | Retargeting | Retargeting note | Illus. ROAS 7.2× (labelled teaching example) | Segment cold vs warm creative |
| 6 | Email / retention | Local SEO + content lead magnets | Email→client 34% in content strategy case | Why nurture beats one blast |
| 7 | Analytics | Bookstore CRO + Ads CVR lifts | Home services CVR 3.1% → 5.8% | Find the leak before asking for budget |
| 8 | Capstone | Stack | Layer A + Layer B only | Pitch NPR budget using two evidence layers |
Classroom rules
- Cite the URL when you use a number in a pitch or memo.
- Client names are often withheld — say “Kathmandu home services (anonymized).”
- No new math that the source page does not support (no blended “stack ROAS” unless published).
- Valley Home Care in the toolkit is a teaching sample; the cases below are published proof.
Full catalog: /case-studies/ · Hub: /blog/marketing-case-studies-hub-2026/
