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Article

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Opinion

Commercial data and insights business Dun & Bradstreet has reinvented its marketing in the past year.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

News

US companies are investing in data for marketing purposes as never before, according to new research that links the trend to the central role programmatic advertising now plays in the industry.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

News

A new startup, Memo, is planning to dangle a new revenue stream in front of the hungry publishing industry by selling earned media insights and information on a per article basis.

Case Study

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Case Study

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Research Paper

The British Broadcasting Corporation looked into the people who were engaging with it on different digital platforms on a global scale.

Research Paper

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.