Thesis Public Defense | VNP25 Trần Thị Kim Chi

The impact of digital marketing on profit of Eco Lian company during Covid-19 context: An approach using difference in differences

Student: Trần Thị Kim Chi, VNP 25

Supervisor: Prof.Dr. Nguyễn Trọng Hoài

Abstract:

Digital Marketing performance measurement is important in Eco Lian Company, it is critical for the operational planning and adjustment of marketing strategies and tactics over time. Approach in this scenario is to study the relationship between quantity of inquiry come from Digital Marketing and profit at Eco Lian Company. This study presents a casual inference methodology – “Difference in Differences (DID) on the application of Digital marketing campaign measurement. Instead of building direct relationship between inquiry and profit, I attempt to create empirical research and study the differential effect on a ‘treatment group’ versus a ‘control group’. This study collects data from Eco Lian Company. The data covers 8 months within Covid-19 context, which ranges from January to August 2020. The data are collected from various sources, such as partner channels, social networks, websites. In order to assess the performance of the Digital Marketing campaign in Eco Lian Company. In this study, I realize that my company truly benefits from Digital Marketing such as search engine marketing (SEM), search engine optimization (SEO), content marketing, remarketing, and promoting partner channels. We determine which channels are effective and which product lines are of interest after using a digital marketing campaign.

JEL Classification: C1, C12, M13, M31, M39, M15
Keywords: Digital Marketing, Online Marketing, Social network, Search Engine Optimization–SEO