This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
Sunando Das, ESOMAR, Big Data, November 2016
This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.
Clare-Marie Hulsey, Horst Feldhaeuser, Patricio Pagani, ESOMAR, Congress, New Orleans, September 2016
This paper argues that brand trackers must be ecosystems, living organisms that adapt to the new realities of the market in order to survive, using 90+ cases from Coca-Cola's brands to show the new system at play across the company's multi-billion dollar portfolio.
This event report argues that online marketers need to shift their focus to measurements linked to business outcomes, and gives three examples of brands making the move: fashion brands Mr Porter and Tommy Hilfiger, and the airline KLM.
Stephen Whiteside, Event Reports, Marketing.FWD Summit, February 2016
This event report addresses attempts by Target, the retailer, to engage consumers using brand "generosity" – a strategy based on providing immersive experiences rather than traditional marketing communications.
Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015
This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.