Electronic Arts: Optimizing ROI with analytics
Geoffrey PrecourtWarc
On the last weekend in October 2011, pro-football fans across America had full exposure to Activision's ads for its newest version of its "Call of Duty" game. With "11*8*11" boldly announcing its launch date, the graphic excitement of the message was disruptive. To gamers, it was the scent of a new passion: Activision's 2010's "Call of Duty: Black Ops" was the year's top seller.
And though it's hard to attract the undivided attention of a sports fan engrossed in the fortunes of his home team, it was harder still to...