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Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Article

This event report analyses customers’ journeys in relation to John Lewis and the use and purchase of technology such as smartphones and tablets.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

Article

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Article

This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.

Article

This article explores the advances that have led to addressable TV advertising, a method that brings the digital capability of finding the right audience and accurate measurement, with the proven brand-building power of mass marketing on TV.

Research Paper

This paper explores the digital commerce in the two largest economies on earth: the US and China, describing where they differ in attitudes, notably with regard to online security.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Research Paper

This paper explores how Sky UK, the satellite TV company, undertook in-depth customer research in the UK and modelled it against third-party big data to find out which groups would respond to different communications, broadening the purchase funnel for subscriptions.

Case Study

This case study shows how Costa, a coffee shop brand, successfully grew its brand affinity and sales in the UK with an integrated campaign.

Article

This event report addresses how Johnson & Johnson is seeking to transform the marketing efforts for its consumer-facing brands.

Research Paper

This paper seeks to explore and understand the similarities and differences in consumer purchase and payment activities that take place on mobile devices across 19 countries that participated in the study.

News

SYDNEY: Two thirds of Australian millennials believe brand loyalty programs help keep customers loyal, according to a new report, which advises that programs need to evolve to meet this generation's needs.

News

JOHANNESBURG: Difficult economic conditions mean that South African shoppers are more focused than ever on promotions, with many turning to retailer loyalty programs that can offer cheaper products.

Case Study

This case study shows how Eatsmart, a range of healthy snack foods, built its brand profile from a low base and improved recall with a low-budget campaign centering on Facebook.

Research Paper

This paper applies the D Duplication Coefficient from the Duplication of Purchase Law as a benchmark to help investigate patterns in simultaneous product category purchases.

Article

This event report describes how Twitter, the social media network, and Heathrow Airport are using their huge data stores in new ways.

Article

This event report describes how Shell, the car fuel retailer, developed a mobile game to increase sales in the UK.

Article

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.

Article

This event report considers how some brands are approaching the task of marketing to mothers by making their lives easier.

Article

This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.

News

NEW YORK/LAS VEGAS: Influencer marketing has evolved from its original PR focus into a media channel in its own right and is attracting investment from industry giants looking to reach younger digital consumers.

Article

This article examines the ways in which the internet of things (IoT) can capture behavioural data to enable personalisation of goods and services.