Figure 18-1: Ford Motors by the numbers.
Gaining Know-How from the Big Brands
In recent years, several companies have been innovating in the social media space, running marketing campaigns that cross the on- and offline boundaries and require some creative metrics skill to track.
Big data is more than a catchphrase — you’re living in the big data age. This book is designed to help you get your feet wet tapping into the big data fire hose.
Ford
One of the first that comes to mind is Ford Motor Company, with a team led by Scott Monty. Ford first started thinking out of the box with its Ford Fiesta campaign in 2009 and has since repeated that campaign and followed up with many others of equal scale (see Figure 18-1).
Ford used standard metrics to track the stories generated by these campaigns online, but it also had layers of other metrics involved in making these campaigns successful. At one point, the nonsocial metrics technology of GPS tracking on cars came into play.
One of my favorite incidents from the initial Fiesta campaign was the Fiesta that was stolen in New York from its test driver and then left in a junkyard. Thanks to having an auto-tracking system on the car and the trackability of images and video online, the car was found quickly, and Ford was able to leverage ...
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