ENGG 390 Reports (MEM Students)

Authors

Yuxi YaoFollow

Degree Program

M.E.M

Year of Graduation

2019

Faculty Advisor

Dave Tabors

Document Type

Report

Publication Date

Fall 9-11-2018

Abstract

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

Available for download on Friday, September 10, 2021

Restricted

Available to Dartmouth community via local IP address.

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