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Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

Cisco, the technology company, is transforming its approach to marketing in reflection of rapidly changing marketplace realities.

Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

News

NEW YORK: AMC Networks, the New York-based entertainment company behind shows like “The Walking Dead” and “Into the Badlands” has taken a significant step into the world of addressable TV advertising.

Case Study

Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Article

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Article

Some audiences – especially young people – are migrating to video-on-demand services from their tradtional TV broadcasters, and this offers challenges (consistent measurement) and opportunities (VOD-specific commissioning) for media owners.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Opinion

The introduction of GDPR in May caught many businesses off guard, with some withdrawing entirely from Europe rather than becoming compliant.

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.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Opinion

AI is a regular feature of news stories across nearly every industry. But, says Stephen Upstone, the headlines hide the fact there's a big human role in making AI work effectively.

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 US general election to get involved in the cultural conversation on social media, in order to increase brand sales in the US.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Article

A look at how artificial intelligence (AI) can be used by marketers and how they can get started on their AI journey.

Opinion

A business model which relies on hoovering up huge amounts of personal data from consumers is under threat from GDPR and the Cambridge Analytica revelations.