This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
NEW YORK: Practitioners and academics often focus on very different considerations as they conduct advertising research, but a paper in the Journal of Advertising Research (JAR) has argued that this gap is not insurmountable.
The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
Anna Hamill, Event Reports, IIeX Asia Pacific, December 2017
Coca-Cola ensures high quality brand tracking data in 90 markets internationally by employing a 'pre-warning' system for data anomalies, and employing a specific 'data consigliere' resource to ensure high quality, consistent and integrated data across the company.
Sunando Das, ESOMAR, Big Data, November 2016
This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.
Clare-Marie Hulsey, Horst Feldhaeuser, Patricio Pagani, ESOMAR, Congress, New Orleans, September 2016
This paper argues that brand trackers must be ecosystems, living organisms that adapt to the new realities of the market in order to survive, using 90+ cases from Coca-Cola's brands to show the new system at play across the company's multi-billion dollar portfolio.
This event report argues that online marketers need to shift their focus to measurements linked to business outcomes, and gives three examples of brands making the move: fashion brands Mr Porter and Tommy Hilfiger, and the airline KLM.
Stephen Whiteside, Event Reports, Marketing.FWD Summit, February 2016
This event report addresses attempts by Target, the retailer, to engage consumers using brand "generosity" – a strategy based on providing immersive experiences rather than traditional marketing communications.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.