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News

NEW YORK: Marketers are typically given a secondary role when otherwise consumer-centric firms suffer data breaches, meaning the response to such crises often does further harm to brand reputation, a new paper in the Journal of Advertising Research ...

News

MOUNTAIN VIEW, CALIF: Brands risk endangering reputation and consumer trust if they fail to adopt stronger methods to protect consumer identities, as two thirds of UK and US consumers are concerned about how brands use their personal data, a new ...

News

NEW YORK: Consumers who feel overwhelmed by ads and offers need to share more information about their preferences with advertisers, according to a professor at New York University's Stern School of Business.

Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

News

LONDON: Data policy will be the next competitive battleground as consumers and governments place brands' data management under increasing scrutiny, an industry figure argues.

Opinion

"Data protection is rising up the public, political and media agenda", according to Rob Luke, deputy information commissioner (ICO), the UK’s independent authority that regulates the Freedom of Information Act.

Article

This report provides a range of views on the challenges facing programmatic advertising, with contributions from senior executives from organisations including ISBA, representing UK advertisers, Guardian Media Group, Saatchi & Saatchi, the ad agency, and Google.

Article

This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.

Article

This article looks at how companies can use the upcoming General Data Protection Regulations (GDPR) in the EU to build consumer trust.

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 paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

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 article advises companies on how to adapt to the upcoming changes that will occur with the implementation of General Data Protection Regulations (GDPR) in the European Union.

News

NEW DELHI: There is an urgent need for the approach of media and marketing to evolve, according to a senior executive at Reckitt Benckiser, the UK consumer goods giant.

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.

Article

This article explains how Reckitt Benckiser, a FMCG company in the health and homecare category, is evolving its media strategy for the digital age.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Article

This article looks at how L'Oréal, the cosmetics firm, uses search data to stay ahead of new trends and position itself as a valuable online resource for fashion-forward shoppers.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

News

SAN JOSE, CA: Even though consumers are more connected than ever before, just 7% of marketers say they are able to deliver real time, data-driven engagements across both offline and digital touchpoints.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

Opinion

As the countdown to the impending General Data Protection Regulation (GDPR) continues, so do the media conversations seemingly intent on creating panic in the marketing industry.

Article

This paper analyses the concept of ‘Relevant Reach’, defined as the ability for advertisers to use data from online marketing capabilities to reach the highest potential pool ofbuyers.

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.