Year of Graduation
Andrew Klegman, Boston, MA
Paid search team, a major building block of Wayfair’s marketing force, wants to have a better pulse on its class level performance in the market, given Wayfair’s leaning in vertical marketing, and no existing methodology available. Firstly, a market sizing methodology to assess Paid Search’s total addressable market on the class level was developed. The implementation of the methodology was then achieved by applying NLP and API automation techniques, followed by model validation with Google’s proprietary benchmark data. Interactive dashboards were built as the final products/tools fulfilling needs of various teams requiring the TAM estimation tool and market share analysis.
Level of Access
Restricted: Campus/Dartmouth Community Only Access
Yao, Yuxi, "Wayfair Paid Search Class Level Total Addressable Market" (2018). ENGG 390 Reports (MEM Students). 48.
Available for download on Friday, September 10, 2021
Available to Dartmouth community via local IP address.