Share of search provides a useful metric that any marketer can use as a surprisingly accurate proxy for the important, but often expensive, calculation of a brand’s market share, says a leading planner.
Digital media viewability metrics don’t necessarily reflect quality and advertising could take a lesson in this regard from the used car market, according to Marc Guldimann and Karl Sjulsen of New York-based consultancy Adelaide.
James Gallagher and Christopher M. Smith, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 139-157
Market research is an indispensable part of an organization's ability to understand market dynamics. Over the past 20 years, data collection and analysis through Knowledge Discovery through Databases (KDD) has arisen to supplement the traditional methods of surveys and focus groups.
MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
ArchDaily.com, a weblog covering architectural news, projects, products and events, created big data forecasts and an online forecasting dashboard to inform its content strategy in the UK, based on better insights.
Marketers may need to carefully assess the impressions they receive from affiliate marketing partners, as these providers often have their own way of estimating such figures, according to a paper in the Journal of Advertising Research (JAR).
Preriit Souda and William Landell Mills, ESOMAR, Congress, 2019
Amaranth Insight and PSA Consultants developed a study on British politics to demonstrate how changes in online sentiment, framed by semiotic interpretation, can be shown to affect real world outcomes.
Consumers respond far more favourably to digital ads that are viewed on trusted editorial sites, suggesting that high-quality journalism has a “halo effect” and generates a more engaged audience for advertisers.
Marco Vriens, Song Chen and Chad Vidden, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 130-139
Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from.
SYDNEY: Across much of Asia-Pacific, mobile is seen as enhancing the ability of consumers to participate in the digital economy, but this is not necessarily the case in Australia, a new study has found.