�ݺ�ߣ

Natalie Kortum presented on measuring brand and communications. She discussed defining brand using metrics like Net Promoter Score and examining large amounts of customer data and conversations to understand brand perceptions. Kortum introduced SNAP, a tool to aggregate and analyze social media data to uncover insights. She emphasized the need to combine multiple valid measurements into a single metric to assess brand equity and influence. Kortum also showed how various business factors can impact brand levels over time.Read less