The paper “Increasing Campaign Effectiveness”, abbreviated ICE, is out. You can find the paper here.

ICE is not the successor to Value of a Fan, abbreviated VOAF. We asked different questions.

Last year, in response to VOAF, many of my cohorts came forward with brilliant follow up questions, and the dialogue that ensued contributed to the subsequent study and model design. Work continues.

I welcome, in the spirit laid out by Tsang, engagement on the topic.

What do you think about Increasing Campaign Effectiveness using social media? What would you consider and explore?