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Okay, an exaggeration perhaps. But there's a point to make here.
Because while most of the industry is feverishly searching for the
holy grail of social effectiveness and influence measurement, they're
missing the fact that a single source of data or using a single analysis
tool is not nearly enough.
...if we assume that any of these tools, even as an aggregate,
are giving us the entire picture of influence we are fooling ourselves.
At best these tools are only giving us clues.
Any direct marketer will tell you that the only thing worse than a
single source of data or a single model for guiding a marketing program
is having no data at all. Why are they so critical? Simply because another
thing that all direct marketers know is data lies. . . .
READ THE FULL ARTICLE
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Discovery Channel wanted to make the second season of The Colony
relevant for a new, socially connected audience segment. Campfire
created a two-week campaign that told the catastrophic back-story
of The Colony in a very personal, shareable way.
View The Colony Case Study »
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"What set the experience
apart was the lavish attention to detail taken in transforming words on a page
into each of the five modular sensory experiences that comprised HBO's
interpretation of the story."
read more at Wired
"Each endeavor not only tied
back to the storytelling at work in the show, but also brought those unfamiliar
with the novels into the spirit of the program."
read at Post Advertising
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