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Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

News

SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

Article

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Article

This event report addresses how Anheuser-Busch InBev, the brewer, is tapping new outdoor digital advertising solutions to engage consumers.

Research Paper

This paper seeks to establish a 'new norm' for understanding mobile consumers' retail habits by measuring the impact of mobile, online and offline media on store visits.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Article

This event report addresses how Foursquare is using data provided by its location-based mobile apps and services to develop unique measurement solutions.

Article

This event report explains how Twitter's consumer insights team is helping the social media service optimise its product and build its brand.

Research Paper

This article looks at the possibilities for specificity in out-of-home advertising.

Research Paper

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

Article

This infographic provides insights into the customer demographics of 125,000 Australia fast food consumers in Melbourne, Sydney, Brisbane, Perth and Adelaide based on location and mobile data.

Research Paper

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

Article

This paper is a guide for publishers comprising best practices, standards, data, innovation, reporting and all issues related to utilizing location data for mobile and cross-platform advertising.

Article

This report guides data managers in publishing companies through leveraging mobile location data to enhance their advertising inventory.

Article

This report looks at digital out-of-home (OOH) advertising, a dynamically served visual medium that reaches customers on the move, with ads that are targeted, un-skippable, and always above the fold.

Case Study

This case study shows how The Garden Club, the loyalty club of Wyevale Garden Centres in the UK, used a survey to overhaul the customer journey leading to increased average spend.

Research Paper

This paper demonstrates how Heineken, the beer brand, uses research to define the culture for specific cities, focusing on the main cities of Ireland - Dublin, Cork, Galway and Belfast.

Article

This article discusses the combination of data to improve targeting, and gives examples of location-based ad targeting on mobile.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Article

This article explores the use of geotargeting and beacon technology to increase brand engagement with their customers.

Article

This article outlines key technologies and examples of proximity marketing, and provides some ideas to help marketers get started.

Article

This article looks at the growing importance of 'rurban' India as small town and rural consumers fuel growth in many categories.