Enhancement and Transfer of Knowledge on BIS

You are the newly appointed Project Manager of Toys4Kidzz in 2021. Read the scenario given and provide your views in the discussion forum. Please attempt to read another view by your course mate and respond.

Toys4Kidzz is a Japanese toy manufacturer and retailer who produces and sells toys, arts, crafts and puzzles for babies and children up to 12 years old. They have several outlets in Japan and they are popular in other countries too as they acquire orders through their website and social media pages. Toys4Kidzz wanted to maximize their Return on Investment (ROI) and minimize Cost per Click (CPC) while exposing their product range to potential clients through Google and Bing. Toys4Kidzz partnered with JPN Digital to arrive at a solution. JPN Digital started by testing most of the product categories, which helped them identify which keywords generate the most traffic with minimum CPC. After the test period they learned that focusing on best sellers and known brands generated the most traffic. However, good keywords are also often expensive, and the CPC increased higher. Focusing on specific keywords, JPN was able to minimize CPC, while increasing both the ROI and the resulting high traffic rate. With a product feed, they were able to promote only those products that were available in-stock which increased the probability of conversion. The measurement of productivity was highly difficult to monitor with traditional information systems.