Using Social Media Data to Track the Effectiveness of a Communications Campaign

What are the benefits and limitations of a tool that mines social media forums to measure the efficacy of ad campaigns?
Oded Netzer  | Summer 2014
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Marketing experts have long been frustrated by the limited number of tools available to measure the impact of communications campaigns. New tools are now being researched and tested that mine social media forums for information to track a campaign’s efficacy. In this case, students will gain an understanding of this tool and its ability to measure the success of an advertising campaign launched to reposition the Cadillac brand.

Case ID: 150502

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