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Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Article

This event report considers the state of attribution modelling and what can be done to make it better.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

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

Case Study

This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Article

This paper outlines the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.

Article

This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.

Article

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

Article

This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.

News

NEW YORK: Levi's, the apparel group, is "guided" by data and insights when developing its marketing efforts, but still believes the art of storytelling is the central component to building its brand.

Article

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

Case Study

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Research Paper

This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Article

This article examines what marketers need to know before they can begin implementing machine-learned customer journeys through the use of technologies such as the newly affordable AI - a transformation that promises significant rewards, especially where programmatic and native ads are concerned.