Marketing & Sales · Digital Marketing

El Embudo — Funnel Optimization & Conversion Analysis

Simulation to teach digital funnel optimization, conversion analysis, and marketing attribution for an e-commerce platform facing simultaneous crises: Google algorithm changes, rising CAC, and competitive entry by Amazon.

4 rounds Executive English, Español
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Who it is for

An advanced simulation for participants used to working with the main frameworks and trade-offs of the subject, designed for executive education and experienced professionals.

How a session runs

  1. The instructor creates a session from the Eureka dashboard and invites the participants.
  2. Participants play 4 rounds. In each one they submit their decisions and the simulation calculates the results.
  3. The simulation can be run in English, Español.
  4. The instructor follows each participant's progress and results from the dashboard, and uses the class results for the debrief.

Decisions participants make

The decisions participants make during the simulation:

  • Funnel Stage to Optimize
  • Optimization Budget ($1,000 – $20,000)
  • Search Paid Budget % (0–100)
  • Social Media Budget % (0–100)
  • Email Marketing Budget % (0–100)
  • Competitive Strategy vs Amazon
  • Strategy Investment ($0 – $50,000)
  • Number of Initiatives to Launch (1–6)
  • Engineering Hours Available (40–400)

Subjects covered

Designed for courses in Digital Marketing.

  • Mergers, Acquisitions & Corporate Restructuring
  • Fintech & Digital Banking
  • Digital Marketing & Social Media

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