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.