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Article

Personally identifiable information, or PII, data can be a mobile number or email address that unlocks rich consumer information and is set to overhaul tenets of audience definition in the future.

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It is easy for marketers to get lost in a sea of data but when the right combination of data is designed, integrated and interpreted, the results can be impressive.

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The post-demographic age manifests itself in many ways and this article previews a series of papers which show how audiences can no longer be relied upon to behave in the way their demographic profile suggests.

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In the age of post-demographic consumerism, people no longer behave as their age would suggest and are breaking free of the traditional demographic boundaries.

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Reveals the books that influenced Allan McLaughlin, CEO of the BD Network.

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A new survey has revealed that, with very few exceptions, for most categories, important emotional aspects are shared across all demographic segments.

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Provides data about the value of programmatic video and banner (excluding social) ad trade.

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Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

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Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.

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Three-dimensional audience segmentation (who people are, what they do and how they say they think and feel) can provide a fuller range of insights, but ignoring the subconscious, or the 'fourth dimension', can be a huge omission.

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The fragmentation of the purchase journey has made the buying process a lot more difficult to interpret and consumers a lot harder to reach.

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Strong consumer profiles build strong audiences and while there are more technology solutions than ever, they are cookie-based, so can only offer a snapshot of what consumers browse over a short period of time.

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The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

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Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.

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The digital economy has created an explosion of data and this proliferation of data points contains pathways and signals that can be connected to individuals.

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Traditional audience segmentation practices often leave a depth deficit.

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Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

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Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

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The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

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Looks at the main elements for a successful digital brand campaign.

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Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

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Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

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Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

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Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

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Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.