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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.

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.

News

SHANGHAI: KFC, a leading international brand in China, has tapped artificial intelligence and music to engage the country's lucrative Gen Z consumers, who make up 17% of the total population.

Article

This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.

News

CANNES: Publicis Groupe has announced it will focus all its spending for the next year on the development of a new AI-powered professional assistant platform, Marcel, and will be withdrawing from all awards and trade shows during that time.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

Article

This event report addresses how the Coca-Cola Co. has developed an online research library to help its marketers make better brand decisions.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Research Paper

This paper examines divided attention in TV viewers in the Indian market and whether the time is right for marketers measuring audiences to enter into behaviour-based measurement.

Article

This event report outlines how data is becoming "political", with profound implications for electoral candidates, consumers and businesses alike.

Research Paper

This paper describes a desk research project for Avon, the cosmetics company, to provide cost-effective insights into its sales representatives in Brazil.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.