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Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

A guide to the process of benchmarking website performance, beginning with a seven-point checklist to follow to ensure that your analytics data is complete and accurate.

Case Study

James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.

Article

Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.

Article

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

Article

Nowadays mobile advertising doesn’t just mean banner ads, it refers to a menu of mobile ad formats from which to choose, each serving their own unique purpose and offering a variety of benefits that help to meet the goals of your business.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Article

At a recent WARC event, the John Mitchison, Head of Preference Services, Compliance and Legal at the DMA, shared the association's checklist for marketers when approaching GDPR.

Article

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.

Opinion

Now that the industry is getting to grips with building storage and manipulation capabilities to cope with the huge volume of data, attention will turn to making data work harder for us.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Case Study

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.