Dan Chang at Vibes Media

Dan Chang describes his IMC Summer Residency project working on the Strategy and Business Development team for Vibes Media, an entrepreneurial mobile marketing company. Vibes helps the world's leading brands interacts with their audiences through text messaging and mobile content. Daniel's project analyzed an existing database compiled from marketing programs to (1) determine impact of specific drivers, (2) create an index to predict likely response to a campaign based on execution of the defined variables. Daniel used a multi-regression model to create the Vibes Index model; factor analysis and cluster analysis to find out the nature groupings of the mobile text messaging industry; and designed several hypothesis tests to determine the crucial issues. The ultimate Vibes Index model will be an important differentiator from its competitor in the mobile industry and will become the next standard of mobile marketing.

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