RTM Performance for Unknown Events and Daily Trends

Chris Kerns

Chapter Chapter 4 in Trendology, 2014, pp 125-146 from Palgrave Macmillan

Abstract: Abstract WE’VE SEEN HOW SOME OF THE LARGEST brands in the world are using Twitter, and we’ve seen how real-time marketing can deliver a measurable, consistent performance bump during tent-pole events. This is great to know when preparing for the Oscars or Grammys, but what do you do the other 360-odd days of the year? Before we answer that question, let’s step back for a minute and talk about something completely different: that glorious sport known as baseball.

Keywords: Unknown Event; Social Content; Relevant Content; Performance Bump; Twitter User (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-47956-3_5

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DOI: 10.1057/9781137479563_5

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