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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.

Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

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.

News

BEIJING: China plans to establish a huge free trade zone in its southernmost province of Hainan in a move that could see the island challenge Hong Kong and Singapore for talent and investment.

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.

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.

Opinion

The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.

News

NEW YORK: The Advertising Research Foundation (ARF), the trade body, is seeking to create a new code of ethics for data collection and protection, an issue brought to a head by recent allegations concerning Cambridge Analytica.

Article

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

News

MIAMI BEACH, FL: Marketing researchers must find the right balance of new analytic techniques and more traditional forms of audience measurement, according to Artie Bulgrin, EVP/strategy & insights at MediaScience.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Gunn Report

Contains the creative for the 'Diving into Data ' campaign for Narellan Pools by the agency Affinity in Australia.

Article

Open Banking, a concept quickly becoming reality in 2018, enables individuals to grant companies access to their financial data so that businesses can develop and provide new and improved products and services.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

News

PALM DESERT, CA: Mars Petcare, the pet food manufacturer, is constructing more direct connections with consumers as a means of transforming its business and building its brand alike.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

A proliferation of customer-supplier touchpoints and social technologies allowing consumers to make their voices heard offer huge amounts of potential data about those consumers to enable businesses to optimise their customer experiences.

Opinion

Consumers don’t know much about what personal data is being collected. It’s not until they start asking questions that the bottom part of the “data iceberg” becomes apparent, according to Tuomas Syrjänen, CEO of Futurice.

News

NEW YORK/BARCELONA: The practice of targeting consumers by daypart needs to evolve beyond a focus on reach and look at the “need state” that drives them to turn to content at any given time, according to a new report.

Article

Ecommerce, first-party data and cloud-based systems are among the major drivers that can help brands engage consumers in new ways.

Article

The proliferation of advances in technology and communication have led to the formation of "big data" research and the argument that big data will be effective in connecting consumer to practitioners.

Case Study

Imperial College Business School, part of Imperial College London, the UK university, improved engagement and its reputation by focusing on intelligence as well as the fusion of business and technology.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

News

LONDON: GDPR, which comes into force this May, is both the result of and catalyst for an important shift in consumers’ thinking about personal data.