Intel Inside: Assessing the impact of Intel's latest digital campaign via single-source measurement of behaviors and attitudes

This paper describes a digital behaviour tracking methodology developed by Intel, the technology company, that overcame typical problems with tracking online behaviour and showed how its ad campaign worked.

Intel Inside: Assessing the impact of Intel's latest digital campaign via single-source measurement of behaviors and attitudes

Becky Wu and Stephanie TangemanLuth Research and Intel

Online ad measurement research has gone through a number of evolution milestones. We have advanced far from the early stage of focusing on just click-throughs, and yet still have many current barriers to overcome in order to achieve an accurate, holistic view of the true ad impact.

This research employs single-source, non-cookie based computer tracking, together with survey, to measure campaign ROI, which goes beyond branding metrics and provides visibility into the impact on...

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