4. Case Background Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies.
7. Background--DoubleClick DoubleClick’s services are based on a user’s online activity & perceived interests -- these serve as a basis to provide subsequent, relevant ads after the user leaves a particular advertiser’s website These services include -- -Frequency Capping -- prevents repetitive advertisements - Spam Filtration -- identifies invalid clicks, improving consumer experience and protectin advertisers from imposters - View-Through Conversions -- provides insight to advertisers into how many people that were exposed to an ad didn’t click but subsequently visited the advertiser’s website Google does not associate “sensitive interest categories” (race, religion, sexual orientation, or sensitive financial info) with the DoubleClick cookie
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12. Problem Statement Google Inc . is a leader in internet search, however the company has recently been met with negative consumer feedback regarding how information is gathered through cookies. Google is left trying to strike a balance between consumer comfort / satisfaction and company profits
13. Goal Regain and Retain consumer trust in, and satisfaction with, Google’s innovative organization of information
14. Objective Provide consumers with a service that they feel comfortable with by education them about Google’s mission and its use of cookies. If successful, consumer privacy complaints should decrease by 15 percent
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16. Communications Strategy Reframe cookies by educating consumers about Google’s organization and use of information, reinforcing Google’s mission by positioning the company as an innovator of information technology
