Tiger Analytics is a boutique consulting firm that uses predictive analytics to solve business problems in digital advertising, social media marketing, retail, and transportation. The document discusses how Tiger Analytics uses predictive models and micro-segmentation of audiences to optimize online display advertising and social media campaigns for clients. By analyzing past user behavior and applying machine learning, the company is able to increase click-through rates by 50% and decrease costs per click by 25% for its clients.
Facebook alone has 845 Million users, very significant reach and comparable to TV, but it is coupled with interactivity. You can now have a dialogue with customers and build a story around your brand with social. Almost 4 billion pieces of content shared each week
CTR is a Not a sole predictor of social media campaign, but from cost perspective, CTR optimizes. CTR best metric for optimization.