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Data-driven marketing

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Article

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Article

Discusses the race between Apple, Google, Facebook, Snapchat and Twitter to win a slice of the long-form, original video market and how the outcome is likely to have a major impact on video content consumption habits globally.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

News

LONDON: Burger King, the fast-food chain, is looking at new ways to use digital out of home, following a recent London campaign that drove footfall across the day by varying the creative on selected digital panels.

Article

Digital out of home offers new opportunities for creativity but at the start of 2017 few brands had exploited these; by the end of the year a Burger King campaign showed what was possible.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

News

CHICAGO: Home Depot, the home improvement retailer, regards driving store visits as the key indicator of success for its efforts on mobile.

Article

Home Depot, the home-improvement chain, is leveraging mobile in order to drive revenue, amplify its other media channels, and increase consumer engagement.

Article

Marc Pritchard, Chief Brand Officer for Procter & Gamble, reveals his thoughts on the future of digital advertising, the need for new agency models and his priorities for 2018.

News

GLOBAL: Campaigns from Unilever, Vodafone and Walt Disney are among the 20 papers that have been shortlisted in the Effective Use of Data category in the 2017 WARC Media Awards.

Article

Personally identifiable information, or PII, data can be a mobile number or email address that unlocks rich consumer information and is set to overhaul tenets of audience definition in the future.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Article

Looks at how brands can use geofencing to interact with consumers, with a particular focus on Marriott International, the hotels group.

News

NEW DELHI: Email is enjoying a resurgence among marketers as automation and personalised communications become priorities for brands, according to a senior marketer in India.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Article

Email marketing is enjoying a renaissance in the digital era, with new innovations allowing multichannel integration in India.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

Artificial intelligence is becoming increasingly pervasive and progress in this field is accelerating.

Article

Consumers’ expectations are growing as their attention span decreases, meaning that brands are under huge pressure to deliver a personalised and relevant message or experience.

News

LONDON/NEW YORK: Creative optimisation can increase efficiency, speed, and relevance at scale, but only, a leading industry figure argues, if marketers drop their preconceptions and listen to the data.

Article

This article takes a detailed look at how creative optimisation can enhance the performance of digital advertising, enabling marketers to identify and serve the best version of ad creative for key audiences.

Article

Ideas are crucial to content and the best are sustainable ones that can outlast a particular campaign to communicate the brand on a long term basis.

Opinion

Big data should not just be a third-party addition to the planning process, says Ethel Sanchez of the University of the Philippines, but a tool that current and future planners should become familiar with, if they are to continue seeing and shaping the future.

News

NEW YORK: Netflix, the streaming platform, is leveraging data to help inform content and marketing strategies for its growing slate of original shows and movies.

Article

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.