Article
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WARC Best Practice, July 2018
Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.
Opinion
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Brian Carruthers, June 2018
If data really is the new oil then it’s high time advertising started learning lessons from the oil industry, suggests Alex Steer of Wavemaker.
Case Study
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MIXX Awards, Gold, Search Advertising, 2018
Akbank, a Turkish bank, launched The Future of Search Ads campaign to generate new traffic sources to drive more sales and generate a higher return on ad spend in Turkey.
Article
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WARC Best Practice, May 2018
Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
Article
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Alex Brownsell, WARC Trends, April 2018
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
Opinion
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Mike Shaw, April 2018
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.
Research Paper
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Seyed Hanif Mahboobi, Mericcan Usta and Saeed R. Bagheri, Journal of Advertising Research, Digital First, March 2018
Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).
News
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06 March 2018
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
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Low Lai Chow, Event Reports, Talk Data to Me: The Future of E-commerce, February 2018
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.
News
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22 February 2018
SINGAPORE: PropertyGuru, the Singapore-based real estate site, claims to have increased its media effectiveness by almost one third through the adoption of a continuous measurement approach to brand equity.
Research Paper
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Winterberry Group, IAB, February 2018
Examines how US companies are evolving to support audience data usage across their advertising, marketing and audience engagement efforts.
Article
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Stephen Whiteside, Event Reports, IAB Data Symposium, December 2017
L'Oréal USA, the beauty company, is leveraging consumer data in nuanced ways as it seeks to engage with a wide range of consumers.
Article
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Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018
Best Buy, the electronics retailer, has transformed its marketing strategy to reflect new realities in the consumer marketplace.
Article
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Stacey Wang, WARC Media Awards, Entrant, Best Use of Data, 2017
Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.
News
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19 January 2018
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
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Patrik Sahlin, WARC Best Practice, January 2018
Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.
Case Study
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Faheem Merchant, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017
Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.
Article
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Stephen Whiteside, Event Reports, Attribution Accelerator, October 2017
Coty, the beauty company, has adopted a "glocal" approach to analytics in order to deliver locally-relevant insights while still setting core standards globally.
Research Paper
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Tahir M. Nisar and Man Yeung, Journal of Advertising Research, Digital First, November 2017
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.
Research Paper
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Vassilis Bakopoulos, John Baronello, and Rex Briggs, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 447-461
Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.
Research Paper
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Angeline Close Scheinbaum, Russell Lacey, and Ming-Ching Liang, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 410-421
Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.
Article
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Stephen Whiteside, Event Reports, Attribution Accelerator, October 2017
The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.
Case Study
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Dwight F. Muhlbradt, Fred Askham, Phil Kellum, Corien de Jong et al., WARC Media Awards, Bronze, Best Use of Data, and The Attribution Special Award, 2017
US restaurant Noodles & Company's CMO provided a methodology that accurately measured media incremental impact in driving sales.
