The company ultimately decided to
retool its marketing analytics by applying
the attribution, optimization, and allocation framework to its entire game portfolio. EA had been measuring advertising
performance using traditional methods
such as customer surveys and media mix models, and it had been attributing
year-to-year and title-to-title variations in
sates to creativity in advertising and game
quality.
In the attribution step, the analytics
engine homed In on hundreds of EA's
business drivers, including advertising,
reviews, sales data, pricing, game quality, distribution, and online chatter. The
exercise uncovered several important
The company ultimately decided to
retool its marketing analytics by applying
the attribution, optimization, and allocation framework to its entire game portfolio. EA had been measuring advertising
performance using traditional methods
such as customer surveys and media mix models, and it had been attributing
year-to-year and title-to-title variations in
sates to creativity in advertising and game
quality.
In the attribution step, the analytics
engine homed In on hundreds of EA's
business drivers, including advertising,
reviews, sales data, pricing, game quality, distribution, and online chatter. The
exercise uncovered several important
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