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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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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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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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.
Research Paper
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Caroline Smiley and Fiona Blades, ESOMAR, Big Data World, November 2017
Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.
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.
Article
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Rich Woodward, Ebiquity, November 2017
Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.
Article
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Adam Smith, Rob Norman, Research on WARC, November 2017
This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.
Article
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Graham Brown and Andy Pearch, Admap, November 2017, pp. 10-12
Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.
Article
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Joel Davis, Admap, November 2017, pp. 42-43
Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.
Article
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Brian Carruthers, Event Reports, IPA Effectiveness Week, October 2017
There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.
