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Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Opinion

Programmatic is creating more capabilities than merely a fast way of buying inventory. Dataxu’s Mike Shaw looks at the brands taking the technique to new heights.

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

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

LONDON/AUSTIN, TX: Benchmarking – the use of an external best practice reference point – is essential to a culture of continuous improvement and can be applied to seven marketing capabilities, according to an industry figure.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

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

Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.