or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Motor and auto
Household and domestic
Date: newest first
Date: oldest first
The limits of prediction
Ian Durbach and Gillian Drewett, Admap, February 2013, pp. 40-41
Predicting trends is not an exact science and giving up the idea that the future can be planned with certainty is the key to planning.
Predicting trends is not an exact science and giving up the idea that the future can be planned with certainty is the key to planning. Recognising that there are fundamental limits as to how well future behaviour can be predicted can help marketers to direct resources more efficiently. This article uses examples of marketing failures by Honda and Mars and the successes of companies such as Burberry to show how gathering and modelling data more frequently can allow marketers to set more realistic goals.
Quantitative research: Storytelling with numbers
Ollie Willis, Admap, December 2012, pp. 38-39
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever.
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever. Quantitative research has to be part of the broader strategic conversation to deliver genuine value. To do this, quant researchers need to become storytellers as well as information providers. Telling a story with quant requires researchers to think about how to tell the story at every stage, from responding to the brief, to delivering the final output. This article explains the four key parts to telling a story with numbers.
Understanding best practice in strategic futures work
The Futures Company Trends, Future Perspectives, December 2011
This report from The Futures Company was originally commissioned by the British Government and is now republished as part of the former's Future Perspectives series.
This report from The Futures Company was originally commissioned by the British Government and is now republished as part of the former's Future Perspectives series. With a focus on processes and systems, the report emphasises that for organisations to make effective use of strategic futures work it is necessary for them to accept the impossibility of predicting future outcomes. The objective is rather to introduce a new set of skills and perspectives that enable a quicker response to changed circumstances: one person described it as "a strategic fire drill". Best practice will vary by type of organisation and by country but the methods adopted must be credible to the organisation and key audiences. And ensuring the buy-in of both senior staff and those affected by the work will help gain acceptance for new thinking.
Online Data Analytics - From the consumer decision to the bigger picture
Louisa Middleton, Warc Exclusive, Datacentric, December 2011
Louisa Middleton, product marketing manager of EMEA Market Insights at Google UK gave a presentation on data and consumer decisions at the Warc Datacentric conference.
Louisa Middleton, product marketing manager of EMEA Market Insights at Google UK gave a presentation on data and consumer decisions at the Warc Datacentric conference. Middleton looked at what we know about consumer decisions based on available data sources, the context of consumer decisions and how to link consumer decisions to marketing decisions.
Modeling the Real Return on Marketing Investments
Dr. Peter Cain, Marketing NPV, Volume 7, Issue 3, 2011, pp. 15-19
It can be challenging to decide how best to allocate an often limited marketing budget across a wide set of marketing activities.
It can be challenging to decide how best to allocate an often limited marketing budget across a wide set of marketing activities. Conventional models focus solely on incremental volume, often recommending a marketing budget allocation skewed towards promotional activity, which ignores the long-run view. To address this issue, the marketing mix model needs to be re-structured to quantify both short-run and long-run variation in the data, as demonstrated in this article. Not only does this provide more accurate short-run marketing results but, when combined with evolution in intermediate brand perception measures, allows an evaluation of the long-run impact of marketing activities.
Case Study: How an Emphasis on Profits Helped First Tennessee Bank Improve its Marketing Metrics
Marketing NPV, Volume 7, Issue 3, 2011, pp. 7-9
Studies have shown that strong brands retain their market positions better in challenging economic environments, and then recover faster when the market bounces back.
Studies have shown that strong brands retain their market positions better in challenging economic environments, and then recover faster when the market bounces back. Ways to invest in brand equity which drive quantitative business gains include driving customer selection value, a continuity of cash flow and preventing share loss. Strengthening the bonds between a brand and consumer can be achieved through depth of brand awareness, meeting performance expectations, consumer response, and resonance. Ways to optimise these dimensions are discussed through examples from Starbucks, Pampers, Dove and Jeep.
Data integration: PepsiCo India - Analyse the future
Akanksha Jain, Admap, September 2011, pp. 32-33
PepsiCo was caught out by a 25% lift in the drinks category in India, leading to share loss and some searching questions: why did the surge happen? How long would it last? What was driving demand and how could PepsiCo better predict it? The drinks category in India had largely been a two-player industry but several new players emerged with the arrival of liberalistion.
PepsiCo was caught out by a 25% lift in the drinks category in India, leading to share loss and some searching questions: why did the surge happen? How long would it last? What was driving demand and how could PepsiCo better predict it? The drinks category in India had largely been a two-player industry but several new players emerged with the arrival of liberalistion. This more competitive business environment called for PepsiCo to adopt more scientific decision-making methods and a cultural change to ensure that technology was merged with data for integration in daily usage.
Happiness, global brands and Brazil on the go
The Futures Company Trends, FutureProof, Issue 4, June 2011
Issue Four of ‘FutureProof’, the Futures Company’s briefing on strategic and consumer issues, examines the evolution of global brands from the ‘export’ model to ‘co-creation’ which is defined by brand owner and host market collaboration.
Issue Four of ‘FutureProof’, the Futures Company’s briefing on strategic and consumer issues, examines the evolution of global brands from the ‘export’ model to ‘co-creation’ which is defined by brand owner and host market collaboration. It also discusses guiding principles, statements of intent that shape company strategy and create common purpose. These can help create meaning for consumers who look for engaging and relevant brands to enhance their happiness. A summary of Brazilian growth highlights causes for optimism as well as challenges such as the need to improve infrastructure.
Optimise return on customer loyalty
Robert Passikoff and Amy Shea, Admap, January 2011, pp. 14-15
To optimise loyalty, you need to be predictive – and truly predictive metrics are impossible to identify if you’re relying on using historical data.
To optimise loyalty, you need to be predictive – and truly predictive metrics are impossible to identify if you’re relying on using historical data. Brands need to understand not what consumers have done, or even what they are doing, as much as why they are doing it. Category dynamics are rarely fused with real consumer expectations and desires. Brands are left knowing about people, and about their products, but not the cross-hairs where they meet. Authentic, linked-to-profitability loyalty output requires a breakdown of a category’s loyalty drivers – the values, benefits and features that drive purchase, define a brand’s equity, and emotionally bond customers.
Collaboration: From 'me' to 'we' research
John Kearon, Admap, May 2010, pp. 32-34
Current research dogma states that research questions must be addressed only to 'me', the individual respondent.
Current research dogma states that research questions must be addressed only to 'me', the individual respondent. But 'we' research has rich potential. As social animals, we are very good at evaluating other people. Using these abilities, 'We' research can tap into a rich seam of insight and predictive power – 'the wisdom of crowds'. The key phenomena are predictive markets, which beats monadic testing on identifying breakthrough ideas; netnography, the potential to mine the vast amount of consumer data on the net; and crowdsourcing, which has produced Wikipedia – the world's biggest knowledge resource.
YOU ARE IN THE WARC INDEX:
Modelling and forecasting
Growth and expansion
Incubators, start-ups, entrepreneurship
Innovation and NPD
Launches and relaunches
Theories and ideas of marketing strategy
Project types and objectives
Prediction and forecasting research
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc