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Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

News

SHANGHAI: The rise of chatbots, video live-streaming and the sharing economy are set to shape China's marketing landscape in 2017, amid dwindling budgets and challenging economic headwinds.

News

LONDON/NEW YORK: Marketing mix models are looking increasingly slow and out of date as agile attribution models become more widely used, but neither type has all the answers, according to two leading industry figures who advocate integrating the ...

Article

This article asks how groups of people make decisions about the future accurately, suggesting ways in which boardroom decisions can be improved with a little science.

Research Paper

This report suggests some key elements in driving the success of an insights department in order to help it contribute to the broader business agenda.

Article

This article, taken from the Warc Toolkit 2016 report, looks at developments in attribution and modelling, including new forms of campaign analysis.

Article

This event report discusses how Vodafone, the telecoms provider, uses pharma-style controlled tests, rather than econometrics, to tweak its ad media usage during campaigns.

Article

This article demonstrates how to determine the best media spend for a market share increase by predicting competitors' spend.

Research Paper

This paper discusses the effectiveness of consumer research which focusses on known users or intended consumers, arguing that this approach is suboptimal.

Research Paper

Determining the relative importance of various predictors in a marketing research model is important for both theoretical and practical reasons.

Research Paper

This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer VAR style, systematically understate the true effects of advertising.

Article

Predicting trends is not an exact science and giving up the idea that the future can be planned with certainty is the key to planning.

Article

Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever.

Research Paper

Lisa Wellington of the Coca-Cola Company outlines the approach to marketing ROI analytics used by the soft drinks giant.

Research Paper

This paper describes a framework for understanding and researching brand choice. The underlying model starts from the assumption that purchasers faced with alternative brands will select what in their judgement suits them best.

Article

This report from The Futures Company was originally commissioned by the British Government and is now republished as part of the former's Future Perspectives series.

Article

Louisa Middleton, product marketing manager of EMEA Market Insights at Google UK gave a presentation on data and consumer decisions at the Warc Datacentric conference.

Research Paper

Conjoint Analysis (CA) is a technique heavily used by industry in support of product development, pricing and positioning, and market share predictions.

Article

Studies have shown that strong brands retain their market positions better in challenging economic environments, and then recover faster when the market bounces back.

Article

It can be challenging to decide how best to allocate an often limited marketing budget across a wide set of marketing activities.

Research Paper

This paper demonstrates key stages in the development of dynamic and innovative models based on consumer, industry and business research and intelligence as well as market research-driving decisions and strategy, resulting in a significant increase in the design, value and profitability of new communities and housing developments.

Research Paper

This paper illustrates an innovative approach that enables Coca-Cola to bring a scenario planning dimension to their consumer tracking study.

Research Paper

The Emsense Movie Trailer Project was established to demonstrate the in-market performance prediction power of neurometrics.

Research Paper

Forecasts of household vehicle consumption are important for automobile market analyses. This paper employs the ProFamy extended cohort-component new method to project household vehicle consumption from 2000 to 2025 across four regions of the United States (the Northeast, Midwest, South and West).

Article

PepsiCo was caught out by a 25% lift in the drinks category in India, leading to share loss and some searching questions: why did the surge happen? How long would it last? What was driving demand and how could PepsiCo better predict it? The drinks category in India had largely been a two-player industry but several new players emerged with the arrival of liberalistion.