MKTG-UB 1 Lecture Notes - Lecture 12: Predictive Analytics, Tactical Media, Neustar
11 May 2016
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Document Summary
Mission kept constant as company grew- give people the power to share and make the world more open and connected. Values: be open (feedback is a gift), be bold, focus on impact (ruthless prioritization), move fast, build social value, ship love. White space - challenges people to think as if they weren"t afraid. Goals and non goals (will aim not to achieve). From radio, to television to digital, to mobile. Before, first exposure to internet was on the laptop, now it"s mobile. Now fb is the largest communication channel that delivers a personal media experience to 1b people via mobile. Now, effective media channel that has mass reach and delivers proven business results. What business used to focus on: fans, engagement, likes/comments. Fb campaigns is bought based on reach and frequency. Tv and online for incremental frequencies that both platforms provide. Helps measure, predict and improve marketing"s impact on revenue, budgeting and planning.
