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Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Research Paper

Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This Company Profile from Euromonitor provides key details and analysis of Natura Cosméticos SA.

Case Study

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Case Study

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

News

Personalisation is the latest industry buzzword but marketers need to think carefully about whether this is really their best strategy – and they can only do that by investing in the required analytics and asking hard questions about their ...

Article

Summarises Admap's November issue by looking at the various ways to define personalisation, how it should be approached and practical advice and pitfalls.

Article

Looks at whether personalisation is right for all brands and explains why some marketers may have to weigh up the costs and benefits to decide whether it is an ideal strategy for them.

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Article

Discusses how, in a world of data-driven marketing, it is essential to look at the role of unconscious preference in brand bias caused by emotion.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Research Paper

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.