beyond_brand_engagement.txt

The spectrum of data available to Pepsi for performing targeting operations in both of these articles seems limited given the context of our past coursework.  From reads in other DS courses, we learned that firms that perform targeted marketing as a service:

1) Model the market to identify current customers and those that look like current customers (new targets)

2) Model engagement level, geography, personality, and 
sociodemographics of both existing and new targets for comparison and segment generation

3) Generate targeted actions crafted to drive each segment toward the desired state of behavior

It seems that both methodologies provide network analysis metrics useful for understanding a target customer or segment.  I would think that Pepsi may want to augment their advertising campaign's process with this information.  There are companies with very detailed individual-level customer behavior data (IBM and Oracle).  Pepsi may want to study if their network data and these metrics can further improve their advertising campaign's effectiveness in terms beyond engagement, say to drive lower advertising costs through better targeting.