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News

TORONTO: Technologies such as artificial intelligence threaten to make many traditional forms of market research redundant, according to a leading executive from Sqreem, an analytics firm.

Article

This event report explores how Voyage Prive, a flash-sale holiday site, has utilised a learning exercise in order to match advertising images of holidays with people's personal vacation preferences.

Article

This article explores how a voter sentiment tracker that used artificial intelligence to aid news coverage of the US presidential election called the surprise result early and correctly.

News

LOS ANGELES: Target, the retailer, has yielded multiple benefits from working with GroupM to build an agency tailored around its specific needs as a client.

Article

This event report examines how Target, the retailer, worked with GroupM to create a bespoke media agency called Team Arrow Partners.

Article

This event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.

News

SYDNEY: Qantas, Australia's national airline, is embracing data to personalise its customer experience at a one-to-one level, a senior marketer at the company has revealed.

Research Paper

This paper describes a project that used artificial intelligence to extract insights from conversations on Twitter about two political events in 2016: the US presidential election and "Brexit", the UK's withdrawal from the European Union.

Research Paper

This article explores the use of artificial intelligence in Latin American countries, including Mexico, Argentina and Peru, and suggests that accurate AI-based social listening and analytics can work in any language/country and for any topic.

Article

This event report explores current perspectives on the complicated media transparency debate, including discussion of Facebook's faulty metrics and how researchers should handle the enormous quantity of consumer data now available.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how mobile online strategy game Mobile Strike was launched into the Taiwanese market by bringing digital background insights into TV and traditional media.

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.

Article

This case study describes how US appliances manufacturer Whirlpool expanded its Every day, care campaign platform to create a programme, Care Counts, which installed washers and dryers fitted with tracking devices in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how Cambridge Analytica, a UK-based data firm, affected Donald Trump's election chances against Hillary Clinton by identifying a group of previously democratic female voters who were persuaded with an ad spot about Trump's opponent, "Can't Run Her House".

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Article

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Case Study

This case study describes how Quidel, a US manufacturer of diagnostic healthcare products, educated both physicians and the public on the value of flu testing through a research-driven campaign that used word of mouth to create discussion.