Unconventional Case interview| How to improve ROAS?

Question

I have received an unconventional case from BCG.

Basically, the interviewer asked me to improve ROAS, and there is no way to capture the current ROAS because there is no data to understand the current state.

I have proposed following structure:

1. Split the total customers based on type i.e. B2B & B2C.

2. Collect data & analytics about current marketing campaigns.

3. Identify the performance of existing campaigns i.e current ROAS.

4. Segment & personalise using STP framework:

Now segment the customer base based on personas.
Target these segments
positioning of messaging to suit the target segment.

5. Organise & execute marketing based on on 4P framework.

Finals recommendation:

1. Build the platform and go after well performing segments from step 4.

2. Implement marketing Automation such as Collect better data from all target segments to optimise future campaigns etc

Now I am not sure if I did well or not.

Anyone can recommend a structure to answer this type of question?

Answer 1

Hi there,

Could you please also add the prompt as well to the question? This could help us provide with a better answer.

High-level you seem to be going in the right direction, but it's difficult to tell at this point.

Best,
Cristian

Answer 2

Hi there,

We don't know the prompt. We don't even know the industry so how can we help you here? Furthermore, there are a range of clarifying questions we would have to ask.

I would say your first framework isn't great as it's more of steps/process, not a framework.

I'm going to take a step back and answer the question you're really asking: How do I use frameworks in a case?

If there's anything to remember in this process, is that cases don't exist just because. They have come about because of a real need to simulate the world you will be in when you are hopefully hired. As such, remember that they are a simplified version of what we do, and they test you in those areas.

As such, remember that a framework is a guide, not a mandate. In the real-world, we do not go into a client and say "right, we have a framework that says we need to look at x, y, and z and that's exactly what we're going to do". Rather, we come in with a view, a hypothesis, a plan of attack. The moment this view is created, it's wrong! Same with your framework. The point is that it gives us and you a starting point. We can say "right, part 1 of framework is around this. Let's dig around and see if it helps us get to the answer". If it does, great, we go further (but specific elements of it will certainly be wrong). If it doesn't, we move on.

So, in summary, learn your frameworks, use the ones you like, add/remove to them if the specific case calls for it, and always be prepared to be wrong. Focus rather on having a view, refering back to the initial view to see what is still there and where you need to dive into next to solve the problem.

Unconventional cases are getting a lot more common so I highly recommend you practice extensively in solving them! Here are a few for you:

https://www.preplounge.com/en/management-consulting-cases/candidate-led-usual-style/intermediate/yodaphone-195

https://www.preplounge.com/en/management-consulting-cases/interviewer-led-mckinsey-style/advanced/mckinsey-digital-bcg-platinion-oil-gas-upstream-technology-196

https://www.preplounge.com/en/management-consulting-cases/candidate-led-usual-style/intermediate/roma-solutions-senior-expert-level-tech-case-240

https://www.preplounge.com/en/management-consulting-cases/candidate-led-usual-style/intermediate/cutting-carbs-divestiture-in-the-electrical-power-market-228

Answer 3

To echo some of the comments, can you provide the prompt? You’ve given a process framework, which may be appropriate, but you may also need a more conceptual / thematic one. Which is v hard to tell from the info provided. Thanks!