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Actionable analytics: Reexamining metrics for better data-driven decisions
Michael J McDermott, ANA Magazine, Autumn 2013
This article looks at how marketers can make their data analytics more effective, allowing them to develop real-time actionable models that integrate multichannel customer activities.
This article looks at how marketers can make their data analytics more effective, allowing them to develop real-time actionable models that integrate multichannel customer activities. There are many challenges, including handling large amounts of data, getting to grips with using cloud computing and creating a data-driven culture throughout the company. However, if these can be addressed, then data analytics can provide substantial benefits in customer experience, engagement, retention and loyalty, and marketing optimisation and performance. Best practice advice comes from MarketShare, a predictive analytics firm, Gilt Groupe, the online retailer, and SAS Institute, developers of analytics software.
The battle for attention in India: Learnings from The Futurist CMO Conference
Preeti Chaturvedi, Event Reports, Futurist CMO, September 2013
This event report looks at the latest media and advertising trends in India. Figures from Nielsen, the research firm, show that over 40 million people in the country now own a smartphone, while 3,000 marketing campaigns are also run through the mobile channel every day.
This event report looks at the latest media and advertising trends in India. Figures from Nielsen, the research firm, show that over 40 million people in the country now own a smartphone, while 3,000 marketing campaigns are also run through the mobile channel every day. A further 600 television stations are now in operation, and national and regional press titles are fighting it out for readers. Given how cluttered the media landscape has become, it is imperative for brands to take a more localised approach to advertising and strategic execution if they are to succeed.
Screen proliferation and the demise of primetime in Australia
Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2013
This report looks at the state of media fragmentation in Australia, as researched by Nine Entertainment Co, the media company, during the 2012 Olympic Games.
This report looks at the state of media fragmentation in Australia, as researched by Nine Entertainment Co, the media company, during the 2012 Olympic Games. Speaking at the ARF Audience Measurement conference, Steve Weaver, Nine's network research director, demonstrated that TV reached 99% of the Olympic audience in Australia, followed by online (which, at 61%, overtook print). An important finding is that there is no longer a "peak" time in a multi-screen, multi-platform world. Additionally, the video content that people prefer to watch on the web is very different to television. Nine's research also looked into multiscreening and cross-platform advertising, and Weaver recommended that when sponsoring an event, themed creative or creative that fits the broadcast is essential.
TV's not dead
David Brennan, Market Leader, Quarter 3, 2013, pp. 41-43
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based.
This article examines and debunks the six recurring myths on which the 'TV is dead' narrative in the marketing world is based. These myths are that people don't watch TV any more, fragmentation is inevitable and bad for TV, viewers are 'migrating' to on-demand, PVR is killing the 30-second spot, advertising is dead and 'content' is dead. Instead, the author argues that television is performing better than ever before demonstrating that television viewing is at its highest peak, fragmentation is overstated and that on-demand experiences account for less than 3% of total viewing time.
The Brave New World: Leveraging digital effectively
Bhomik Chandna and Priti Mehra, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels.
This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels. It discusses results of a research study comparing the impact of different media in achieving marketing objectives, including brand awareness, favourability and purchase intent. By using this framework, the authors aim to determine global digital campaign performance across geographies (with a focus on Asia), the performance of the emerging digital platform of mobile, and best practices for digital creatives. More generally, the authors conclude that understanding digital media is the key burning need of consumers and that digital media across the globe work strongly for successfully implementing marketing objectives.
P&G: Combining inspirational ideas and shared experiences
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2013
In this article, Marc Pritchard, Procter & Gamble's global marketing and brand building officer, talks about how the firm's marketing strategy is influenced by what it calls "The Power of the Everyday Effect".
In this article, Marc Pritchard, Procter & Gamble's global marketing and brand building officer, talks about how the firm's marketing strategy is influenced by what it calls "The Power of the Everyday Effect". This overarching "big idea" is translated into innovative small thinking by understanding the precise, everyday – but no less crucial – role P&G's brands play in the lives of their customers. This notion has also been translated into real-time marketing efforts, especially those connected to "shared experiences" among consumers.
Carat, Twitter and HSBC: Channel, data and lead generation strategies from the AOP B2B Conference
Joseph Clift, Event Reports, AOP B2B, March 2013
A round up from the annual B2B Conference organised by the UK Association of Online Publishers (AOP).
A round up from the annual B2B Conference organised by the UK Association of Online Publishers (AOP). The main points from the day's presentations, which came from media agencies and clients as well as publishers, include: that content will remain king for B2B marketers; that the complexity of the media and marketing landscape has vastly increased recently – and the industry has a way to go before developing appropriate measurement metrics; and that clients are increasingly likely to adopt integrated solutions and are increasingly open to using new platforms and services to reach a human, rather than a business, audience.
Asia's content revolution: opportunities for brands and broadcasters
Low Lai Chow, Event Reports, SES Singapore, November 2012
Rapid change in media consumption behavior among Asian consumers, with more multi-screening and declining print and radio use, has implications for both advertisers and content owners.
Rapid change in media consumption behavior among Asian consumers, with more multi-screening and declining print and radio use, has implications for both advertisers and content owners. Turner International, for example, is working to promote its brands rather than specific content, and grappling with the extent to which they should localise content without fragmenting the audience too greatly for advertisers. Another issue is the differing rates of penetration of broadband across the region, which poses a challenge for content producers to be able to offer the same consumer experience in Singapore as, for example, Indonesia. And for brand owners creating their own content there is a warning that quality control is important and that creativity requires significant investment.
The social media report
Nielsen, State of the Media, 2012
This report examines the state of social media in the US in 2012, showing that social media continues to grow rapidly and has become an integral part of consumers' daily lives.
This report examines the state of social media in the US in 2012, showing that social media continues to grow rapidly and has become an integral part of consumers' daily lives. Its growth is being driven by the increased usage of smartphones and tablets and by the proliferation of new social media networks, as well as other websites adding social features or integration. Consumers' usage of social media is evolving with social TV, making TV-watching a more immediate and shared experience. In addition, nearly half of American consumers voice their satisfaction and complaints about brands and service providers via social media channels. Social media's impact on marketing is to amplify word-of-mouth, make consumers hyper-informed and allow for greater engagement and attention.
Improving ad performance with the 3Rs:Optimizing Reach and Resonance to heighten Reaction
Randall Beard, Nielsen, December 2012
This presentation provides recommendations for improving advertising performance. It covers the recent shifts in the media landscape - digital, fragmentation and innovation - and the struggles that clients are having in trying to optimise advertising.
This presentation provides recommendations for improving advertising performance. It covers the recent shifts in the media landscape - digital, fragmentation and innovation - and the struggles that clients are having in trying to optimise advertising. It recommends the "3 R model" to improve performance, which functions by optimising Reach and Resonance to earn the best Reaction. The recommended tactics include optimal allocation, buyergraphic planning and real-time optimisation.
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