Back in 2015, we collaborated with the IBM NuStory Project to mentor University of Southern California (USC) Marshall Business School students in data-driven social media. Their task: use data to promote a wearables fashion brand on social media for the project (Wearitude(TM), which is incorrectly referred to as a company in the video). As their final project for their course, they created this short video primer on wearables, originally titled "20 Second Lessons: Wearables." Fashion (and by extension, high-tech fashion like wearable computers) is one of the industry verticals were marketing ROI is highest. Ironically, as the students discovered (although not mentioned in this video), that very high ROI means, counter-intuitively, that a successful, new fashion brand would need to spend more, not less, on marketing than a comparable company in another industry. (Why is this?) We'll have more commentary on data-driven social media and data-driven marketing on our blog and in upcoming videos.
