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Article

Global strategies, campaign updates and trends in the insurance category.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

Sixty per cent of TV’s response impact comes through digital media channels and advertisers are not seeing the full response benefit of their TV ads unless they are using online channels to ensure viewers are given the opportunity to respond in a seamless way.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Arper, a furniture brand, used AI to mine data as part of a five-year strategy to strengthen its brand and discover how to sharpen its digital communications.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, developed the Customer Voice program to shape the evolution of its customer strategy.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Article

Provides learnings and simple solutions to several analytical and technical challenges faced by most mid-sized companies working in the insights and strategy sphere in the UK.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Opinion

Artificial intelligence is growing in usage and capability, but it is still mostly a black box without guiding principles; Kinetic's Benjamin Lord argues that AI needs to develop ethical standards as it progresses.

Case Study

Fast-food chain KFC introduced an order-taking AI robot, Dumi, into its KFC Original+ concept restaurant in China.

Case Study

Starwood Hotels, a hotel chain brand, increased room bookings across the South East Asia market by using extensive data research and consumer profiling to produce content that spoke directly to an experience seeking audience.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Opinion

Big data should not just be a third-party addition to the planning process, says Ethel Sanchez of the University of the Philippines, but a tool that current and future planners should become familiar with, if they are to continue seeing and shaping the future.

Opinion

Research is changing, says HS2's Nick Jones, a speaker at this year’s Audience Analytics and Insight Forum.

Research Paper

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This event report considers the state of attribution modelling and what can be done to make it better.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.