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Article

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

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

News

A new study in the Journal of Advertising Research (JAR) offers valuable insights into the impact of search, display and programmatic ads on conversion, based on a campaign that reached approximately 120 million users.

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.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Article

StarHub, one of the top telecommunications companies in Singapore, used an in-house analytical method to increase landings and cost-per-landing.

Article

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

News

Brands and their agencies are cookie-bombing consumers and wasting huge chunks of their advertising budgets by wrongly attributing sales to the first and last clicks in their online campaigns, a new white paper claims.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Article

Drinks company Diageo has invested heavily in marketing effectiveness, recruiting a Head of Effectivenesss and building a global data planning and data platform, Marketing Catalyst.

News

MIAMI BEACH, FL: Marketing researchers must find the right balance of new analytic techniques and more traditional forms of audience measurement, according to Artie Bulgrin, EVP/strategy & insights at MediaScience.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Research Paper

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

News

SINGAPORE: Brands can learn a lot about how to utilise data modelling, smart AI, weighted attribution and shopping experiences from Asia’s fast growing e-commerce platforms such as Lazada, Carousell and Zalora.

Article

Brands can learn a lot about how to utilize data modelling, smart AI, weighted attribution and shopping experiences from Asia’s fast growing e-commerce platforms, such as Lazada, Carousell and Shopee.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

News

GLOBAL: Achieving a total view of attribution is an iterative process which requires a combination of econometric modelling and digital attribution, according to an industry figure.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.