Article
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Geoffrey Precourt, Event Reports, ANA Data & Measurement Conference, September 2018
Subaru, the automaker, is taking a balanced approach between storytelling and data as it finds the marketing sweet spot for its brand.
News
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14 September 2018
SINGAPORE: Artificial intelligence (AI) is beginning to revolutionise the business world, from autonomous vehicles to new medical devices, yet far from being alarmed about AI’s potential impact on society, most consumers across Asia are ...
Article
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Lewis Taffs, WARC Best Practice, September 2018
Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
News
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12 September 2018
SINGAPORE: In a competitive package holiday market, Virgin Holidays has managed to increase digital engagement rates and upsell by overhauling its digital customer experience, according to a top executive.
News
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10 September 2018
MUMBAI: Internet access is changing Indian consumers’ perceptions of brands and trust is becoming a key driver of brand value, according to a new BrandZ study.
Article
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Low Lai Chow, Event Reports, Adobe Symposium Singapore, August 2018
Singapore’s Changi Airport increased customer loyalty and online engagement with data-driven specials and deals in the airport itself.
Article
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Low Lai Chow, Event Reports, Adobe Symposium Singapore, August 2018
Virgin Holidays, a UK-based travel brand, overhauled its digital customer experience to differentiate itself in a crowded category.
Article
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Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018
General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.
News
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04 September 2018
NEW YORK: Levi’s, the apparel brand, has developed a brick-and-mortar retail experience that is based on deep consumer insights and reflects the evolving preferences of shoppers.
Article
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Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018
Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.
Article
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Geoffrey Precourt and Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018
Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.
Article
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Jan Kietzmann, Jeannette Paschen, and Emily Treen, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 263-267
This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.
Research Paper
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Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad and Ida D'Attoma, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 338-348
The effectiveness of online versus offline promotional communication is an important marketing issue.
Case Study
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The Communications Council, Silver, Australian Effie Awards, 2018
Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.
News
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29 August 2018
ABERDEEN/COLUMBUS, OH: Craft beer brand BrewDog has launched a subscription video-on-demand service which promises to deliver “original content spanning beer and spirits, food and travel and everything in between”.
News
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23 August 2018
NEW YORK: ThirdLove, the e-commerce company, is tapping the power of digital data as it strives to fundamentally transform the bra category.
Article
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Anna Hamill, Event Reports, Mumbrella360, June 2018
This article offers advice to marketers on the steps to building a functional predictive data capacity.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.
Research Paper
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Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Justin Cohen, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 366-379
A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.
Article
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David Ward, ANA Magazine, August 2018
Brands are realizing that chatbots can be an integral component in the emergence of conversational marketing as they provide 24/7, personalized, one-on-one communication at scale.
News
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02 August 2018
KUALA LUMPUR: Brands using chatbots should focus on utility: qualifying leads, always-on customer service, and personalized offerings based on customer data, according to an expert.
Article
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Khaled Matar, WARC Exclusive, August 2018
This article offers a number of international examples on artificial intelligence adding value to the e-commerce customer experience, including app design, product discovery and chatbots.
Article
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Low Lai Chow, Event Reports, ASEAN CMO Experience, July 2018
Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.
News
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17 July 2018
CARY, NC: Business leaders already appreciate the importance of customer analytics and believe that real-time analytics will become a strategic priority over the next couple of years.
