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Intel Asia-Pacific: The Catch & Win Campaign
內容大綱
The head of Data Marketing Analytics and Mobile for Intel Asia-Pacific was reviewing the proposed media plan for the Catch & Win 2.0 campaign. The media purchase needed to be finalized quickly in order to be included in the current quarter’s budget, but he could not help feeling that the proposed spend across the markets and advertising types could be used more effectively. He thought that the key was to use the company’s own experience and data regarding social media engagement within their markets rather than to rely on the generalized industry metrics provided by the contracted media agency, and now he must improve the proposed media plan.
學習目標
This case considers the media planning problem involving social media where choice of objective moves from maximizing impressions to maximizing click-throughs. Since click-throughs depend on social media metrics (Like percentages etc.), Intel's decision to use its own estimates of these metrics rather than canned publicly available metrics is critical. The case allows a discussion of different forms of Facebook ads and their effectiveness socially. While the optimization model itself is straightforward there is a big difference in the solutions that maximize click-throughs versus impressions.