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.
Our ranking of the world's best marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
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.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 88 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
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.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
Journal of Advertising Research
Int. Journal of Market Research
Date: newest first
Date: oldest first
The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques
Includes video content
Recommended by Warc editors
Mike Hess and Pete Doe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 231-236
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.
Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. This is true because of the value of the techniques themselves and also because the current advertising market, based on demographic buying, has major opportunities for arbitrage in the range of 10 percent to 25 percent (where in that range depends on the nature of the vertical). The current study reviews different methods of data integration in pursuing such negotiations.
An approach to fusing market research with database marketing
Includes video content
Recommended by Warc editors
Barry Leventhal, International Journal of Market Research, Vol. 39, No. 4, 1997
This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained.
This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society whereby respondent confidentiality must be maintained. It describes an approach used in the financial sector, which combines customer transactional data with market research on the same individuals. The development presented uses NOP's Financial Research Survey (FRS), a continuous monitor of financial holdings, which is undertaken on the back of the NOP Random Omnibus. A segmentation was developed, known as FRuitS, which classifies adults 18+ according to their likely use of financial services. In order to map FRuitS onto an organisation's customer base, the FRS and customer databases are matched at an individual level to extract a sample of customers who also responded to the FRS. The logistics of the matching process are designed to protect the confidentiality of both data sources. Case study examples are presented.
YOU ARE IN THE WARC INDEX:
Media data fusion
Cross-media and multimedia effects
Media research trends
Passive and portable peoplemeters
Proprietary media surveys and panels
Quality of exposure, media engagement
Single-source media data
No. of results per page
, 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