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Case Study

Personal care brand Aveeno used a data strategy to deliver addressable creative encouraging consumers to explore its product line in the US.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Article

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

News

NEW YORK: Marketers may not fully understand “the distinctive media and market behavior” of millennials and Generation Z, according to Scott McDonald, the president/CEO of the Advertising Research Foundation (ARF).

Article

Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.

News

LONDON: Tech start-up Yoyo Wallet, a cashless payment app, has built up 700,000 registered users since its launch in 2013, in large part because of its innovative approach to customer loyalty.

News

LONDON: Click-through rates for online display ads may be negligible but they still form a useful function in raising consumer awareness and, for FMCG brands, in driving sales both in-store and online.

Article

Provides brands with key information on how to respond to disruption, with key success stories from brands such as the streaming company Netflix.

Article

Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Article

This research provides an overview of patterns in shopper behaviour across Europe and what issues this may cause for the industry.

Case Study

Watsons Malaysia, a health and beauty care brand, launched a new app that allowed for a simpler and quicker way to purchase, while also collecting consumer data and increasing brand awareness.

Case Study

Mastercard, a financial services brand, and Starbucks, a global coffee company, collaborated on a campaign in Turkey to simultaneously increase Masterpass users and the number of customers using Starbucks' loyalty program via its app.

Case Study

Replacing its loyalty card scheme with an app helped Jamie’s Italian restaurants to increase return visits to the brand’s restaurants in the UK.

Case Study

This case study details how Shell, an oil and gas production company, improved its relationship with its customers by creating a direct mobile channel to actively engage and provide relevant services globally.

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.

Case Study

This case study looks at how Friendship Dairies, a cottage cheese brand, developed and led the multi-partner, cross-category, 'Mix-in-Matchmaker' programme in the US to encourage healthy shoppers to discover new ways of combining cottage cheese with other healthy foods.

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.

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.