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Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

News

CAMBRIDGE, MA: Alibaba, the Chinese internet behemoth listed on the New York Stock Exchange, is an example of a modern platform business capable of coordinating across the entire ecosystem, says the Harvard Business Review.

News

GLOBAL: Fast-growing companies are investing more in event marketing, either sponsoring or hosting events themselves, according to a new study that highlights the value of this channel in a digital age and the need to develop better ROI ...

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

News

GLOBAL: Algorithms are becoming ever larger actors in human interaction and decision-making, and calls have come from the public and lawmakers alike, but one study suggests that transparency can cause more problems if not implemented carefully.

News

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.

News

NEW YORK: Successfully balancing the old and the new has helped Levi Strauss turn around an erratic financial performance, according to the apparel brand’s chief executive officer.

Opinion

A business model which relies on hoovering up huge amounts of personal data from consumers is under threat from GDPR and the Cambridge Analytica revelations.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Article

This article examines the impact and ramifications of the explosion of digital commerce and analytics.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Article

Reveals the books that influenced Louise Nolder, global brand development director at Secret Escapes.

Case Study

Deloitte, a multinational professional services company, used PR in the US to promote the Deloitte Greenhouse Experience to firmly establish it as the go-to option for leadership success.

News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Research Paper

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.