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Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Article

Vodafone Italy used machine learning algorithms to interrogate the vast volumes of data generated by its 20 million customers in order to offer personalised propositions to them.

Article

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

Article

With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

News

NEW YORK: The link between outdoor media and mobile location data is being taken a step further by a US business using “wrapped” cars and geofencing to enable retargeting.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Article

Procter & Gamble, the consumer goods giant, has been at the forefront of driving change in the digital-marketing space, and has further ambitions to pursue in this space.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

News

BALI:  Facebook Live offers new opportunities to marketers when streaming and live content are hugely popular, but getting it right requires a clear strategy, say experts in the area.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

The University of Sydney, the Australian education institution, used programmatic and personalisation to increase postgraduate applications.

Case Study

Grads of Life, an initiative run by the Ad Council in the US, worked with unemployed young people to create short videos that showcased their skills, changed perceptions, and helped them into work.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

News

NEW YORK: It appears that parents and families are the keenest early adopters of smart speakers and voice technology, according to a new study specifically aimed at helping marketers get to grips with the emerging trend.

Article

Facebook Live offers new opportunties to marketers in a landscape where streaming and live content are hugely popular – but getting it right requires strategy and foresight.

Article

As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.