Intel: Measuring Online Global Advertising Based on Business Value and Engagement

Intel measured the impact of its digital communications via its Value Point System (VPS), which monitored the quality of consumer engagement across nearly 150 touch points across ads,, and off-domain sponsorships.

Intel: Measuring Online Global Advertising Based on Business Value and Engagement


As an ingredient brand, Intel does not sell directly to the end customer (they sell to the OEMs such as HP, Dell, etc), making tying performance to end sales very difficult. In addition, the nature of Intel's product set and audience drives Intel to a high digital media mix. As a brand with a highly technical product, Intel has a much more complex message than many marketers, e.g. Coke, McDonald's. This requires more time to tell Intel's story, making measuring engagement and judging value of...

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