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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