A consulting firm runs a focus group to help a movie studio…

A consulting firm runs a focus group to help a movie studio develop their marketing strategy. They conducted in-depth interviews with the producer and several people individually to gather their thoughts on the movie and its studio. Was this an appropriate way to run a focus group? 

Jordan runs a sports apparel site. He wants better return on…

Jordan runs a sports apparel site. He wants better return on ad spend by showing different content to different user segments (e.g. runners, hikers, gym-goers). The marketing firm suggests using digital tools that can learn and optimize which ad version to show to which user, based on previous behavior. Which digital capability is Jordan’s team leveraging?