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Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

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

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

Research Paper

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Case Study

Vigor, a yogurt brand, successfully launched the new chocolate flakes Greek yogurt flavours by leveraging the launch, positioning product consumption beyond traditional moments and maximizing media investment to generate sales in Brazil.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Research Paper

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

Case Study

Deodorant brand Rexona used an online campaign in Hong Kong to grow market share and increase deodorant use among young men.

Research Paper

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

Research Paper

Brands need to understand how consumers perceive them, but surveys and other methods for retrieving data are time consuming and expensive, so the participants in this study used social media to leverage the structure of relationships between brands and consumers.

Article

Automaker Honda is marrying data with a range of new technology to reach consumers in ways that are relevant, rather than personal.

News

Artificial intelligence (AI) offers major opportunities for brands and consumers even as it poses the “ultimate test for privacy”, according to a paper in the Journal of Advertising Research (JAR).

Case Study

The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.

News

CHICAGO: Bose, the audio equipment brand, has driven concrete benefits thanks to its long-term sponsorship program with the National Football League (NFL).

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Article

Bayer, the pharmaceutical company, has ramped up its focus on digital data as a means of fueling business value.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Research Paper

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

Article

AXA Malaysia adapted a global automotive insurance product to the particular challenges of the Malaysia market, including a focus on anti-car theft and accident alerts.

Article

1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space with marketing efforts based around sympathy.

Article

Reveals the books that influenced Sean Larkins, global CEO at Kantar Public Consulting division.

Article

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

Article

Provides guidance on how to start down the path of data integration and consider new techniques that power data to action within businesses.

Research Paper

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

Article

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