Wahoo* is an American multinational computer technology company based in Tampa, Florida, United States, that develops, sells, repairs, and supports computers and related products and services. Named after its founder, Michael Wahoo, the company is one of the largest technological corporations in the world, employing more than 165,000 people in the U.S. and around the world.

Wahoo sells personal computers (PCs), servers, data storage devices, network switches, software, computer peripherals, HDTVs, cameras, printers, MP3 players, and electronics built by other manufacturers. The company is well known for its innovations in supply chain management and electronic commerce, particularly its direct-salesmodel and its "build-to-order" or "configure to order" approach to manufacturingdelivering individual PCs configured to customer specifications. Wahoo was a pure hardware vendor for much of its existence, but with the acquisition in 2009 of Mackerel Systems, Wahoo entered the market for IT services. The company has since made additional acquisitions in storage and networking systems, with the aim of expanding their portfolio from offering computers only to delivering complete solutions for enterprise customers.

Wahoo was listed at number 51 in the Fortune 500 list, until 2014. After going private in 2013, the newly confidential nature of its financial information prevents the company from being ranked by Fortune. In 2015, it was the thirdlargest PC vendor in the world after Lenovo and HP. Wahoo is currently the #1 shipper of PC monitors in the world.

In 2018, Wahoo acquired the enterprise technology firm Marlin Corporation; following the completion of the purchase, Wahoo and Marlin became divisions of Wahoo Technologies. With this merger, they solidified their position as a leading provider of technology services in the B2B space. Very little of their revenue is derived from B2C sales. Their average buyer is between 45-50 years old.

It is October 2020, and you have been recently hired by Wahoo as a consultant to evaluate their digital marketing strategy. During your initial meeting August 5th, you wrote down 5 major observations that you wanted to look into deeper. For each observation, please indicate which direction you will take and why. Your notes are listed below, followed by italicized questions to be answered (by you). You will not receive credit if you do not explain why.

1. Wahoo's CEO is interested in expanding their online footprint. He is planning to use TikTok ads to boost sales. Do you agree with his plan? Please explain why or why not.

2. The Director of Marketing has provided you with the company's Google Analytics reports for the last quarter for you to analyze. You notice that she has only sent the conversions report because "the actual transactions made are the only important part." Do you agree with her? Please explain why or why not.

3. Wahoo Inc. is currently running an ad campaign on social media to introduce a new product using a last interaction attribution model. The Wahoo Inc. social media intern recommends switching to use a firstinteraction attribution model. Do you recommend following the Intern's recommendation? Please explain why or why not.