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Tracking theories & ideas

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Article

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.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

Article

This article explores how a company can select and optimise the right metrics to understand the health of its brand, suggesting methods to ensure reliability and championing understanding over data.

Article

This paper examines media impact metrics, focusing on how time can be used as an unbiased and quantifiable measure of people's attention.

Research Paper

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.

Article

In this Warc Webinar, Brad Smallwood of Facebook Marketing Science some of the company's measurement best practices and guidelines.

Research Paper

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.

Article

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.

Article

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.

Research Paper

This paper outlines a tracking study that adapted to device preferences in order to be future-ready, and reflect the reality of beverage consumption in Japan.

Article

This article argues that flexibility and detailed planning are critical to taking full advantage of the predictive nature of real-time research.

Article

This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

Article

This article looks back at the legacy of the famous American advertising executive Rosser Reeves.

Article

This article argues that marketers should embrace real-time research and outlines a best-practice process for how to adopt this new approach.

Article

This article looks at how marketers are turning to new neuro-tools to uncover fresh insight at the non-conscious level in order to better understand touchpoint effectiveness.

Article

This article looks into which metric is most critical when making decisions, arguing that elasticity is most important of all.

Article

This article explores the implications for brands of the rise of the omnichannel consumer, and suggests ways advertisers can improve their consumer targeting.

Article

This event report looks at the ways in which Coca-Cola is overcoming the challenges it faces in measuring the impact of campaigns across platforms and countries.

Article

This event report looks at the major challenges facing the market research industry as regards data collection and analysis in a fast-changing media landscape.

Article

This event report considers the various technical, economic and political challenges the research industry faces and the pressure it is under to deliver faster, better and cheaper.

Article

This event report looks at one possible solution to the problems researchers face in measuring audiences across multiple platforms.