Situation

In October 2014, the chief executive officer (CEO) of a high-end, invite-only digital branding firm was contemplating which (if any) web analytics service the company should offer to its clients. The CEO knew that in order to justify the high price his firm charged its executive and celebrity clientele, all ancillary services like web analytics reporting would have to be just as extravagant and just as functional as the core product—branded website design. With three web analytics options on the table, all with relatively similar characteristics yet vastly different price points, the firm had to identify the differentiated advantages of each option.

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Jim Love, Chief Content Officer, IT World Canada
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Ryerson University BTM Competition Team
Team members: Rhyan Mahazudin, Alexandra Lincoln, Ali Abbas Rawji, Saljoq Sheikh, Mark Donaldson. The Ryerson University team is composed of individuals with a passion for Information Technology and a wealth of experience. The team has represented the school in various international case competitions and has diverse experiences in banking, insurance, consulting, public service and utilities.