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Data-driven marketing

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Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.

Article

This event report details how Coca-Cola, the soft drinks manufacturer, is driving value from data.

Article

This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

News

HANGZHOU: Computing power and data will drive the future of retail, a senior executive at Alibaba, the world's biggest e-commerce site, has said.

Article

This article examines The Google project, a digitally powered cluster of billboards on which the content was updated to fit with the events of the day, run in London's Old Street area.

Article

This event report describes a campaign from EasyJet, one of Europe's biggest budget airlines, to make its passengers feel involved in the celebrations of its 20th anniversary.

Article

This article outlines how Alibaba has created an integrated data ecosystem across its various properties to supercharge its e-commerce offering and boost offline conversions.

Article

This event report describes how a number of brands are using artificial intelligence to understand emotions and generate appropriate messages that help to nudge the customer along the purchase journey.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

News

NEW YORK/LONDON: Brands that use email in their marketing mix differ widely in their performance, with the best of them making use of customer data to improve message timing and content, according to a new study.

Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Article

This article looks at how L'Oréal, the cosmetics firm, uses search data to stay ahead of new trends and position itself as a valuable online resource for fashion-forward shoppers.

News

SAN JOSE, CA: Even though consumers are more connected than ever before, just 7% of marketers say they are able to deliver real time, data-driven engagements across both offline and digital touchpoints.

Research Paper

This paper analyses the concept of ‘Relevant Reach’, defined as the ability for advertisers to use data from online marketing capabilities to reach the highest potential pool ofbuyers.

Article

This article looks at what programmatic can do to move away from the relentless targeting that ultimately only alienates consumers, and become better targeted and tailored messaging welcomed by its audience.

News

NEW YORK: Blockchain technology has been around for several years but is now beginning to make waves in advertising and media where it holds out the promise of a solution to many of the ills that beset the digital world while also challenging the ...

Article

This article outlines how Just Eat, the takeaway marketplace, changed its approach to data and ad budgeting and shifted its focus to mobile.

Article

This event report describes how one 'evangelist' at IBM Watson, the AI branch of the computing veteran, is attempting to overcome consumer fears over data protection by shifting the focus from personalisation to personification.

Article

This article looks at making automation in mobile marketing work even better by using predictive targeting to find the speed and agility need to hit the right customers at the right time.

Article

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

News

GLOBAL: As marketers everywhere accept that data is now essential to their work, they are spending more on data-driven marketing and advertising (DDMA) and getting better at evaluating its effectiveness, a new study says.

Article

This event report explores, Nestle-owned coffee brand, Nespresso's shift to programmatic and how a technological advance has prompted a significant review of the commissioning and development of its digital marketing programs.