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Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Research Paper

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

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

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.

Article

Using data effectively is crucial to effective B2B marketing, offering precision targeting, better customer experience and personalisation at scale.

News

JERSEY CITY, NJ: The Advertising Research Foundation (ARF), the trade body, is developing a new code of conduct that can guide the insights industry at a time of rapid change.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Article

Social media is no longer just a marketer’s job, with the channel making a demonstrative business impact across any brand from sales to path-to-purchase.

Opinion

With all the talk in recent years of big data, machine-led marketing and algorithm-driven platforms, you could be forgiven for thinking that emotion is slowly being drained out of marketing.

Article

The Advertising Research Foundation (ARF) is creating a new ethical code of conduct for the industry which can address many issues that raise pressing concerns.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

News

HONG KONG: JD.com, the online retailer, is shifting its focus from simply retailing towards technology that can be placed at the service of brands both online and offline, a leading executive has said.

Article

The second part of Rolfe Swinton's, director of data assets at GfK, blockchain webinar series explains specific actions that marketers and companies can take to develop their own blockchain plans and pilots.

News

GLOBAL: Senior marketers from McDonald’s, Spotify and Booking.com are joining the judging panel for the Best Use of Data category in the 2018 WARC Media Awards.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Article

This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

News

MUMBAI: International beer brand Heineken data-mines micro-moments and consumer behaviours to make the most of its sponsorship of the UEFA Champions League, according to a senior marketing executive at the brand.

Opinion

Thanks to technology it’s possible to understand media in new ways. And if you can pull the different strands together, says Frances Ralston-Good of Hearts & Science, you can develop new consumer insights.

News

NEW ORLEANS: BlackRock, the asset management company, is making use of “precision empathy” as it seeks to connect with its target audience in compelling ways.

Article

Heineken harnessed data to explore the micro-moments and consumer behaviours that drove their UEFA Champions League campaigns.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.