Analytics: Page 2

What Nike's Datalogue deal says about the brand's evolving approach to data-driven marketing

CEO John Donahoe emphasized the importance of aligning traditional creative teams with new tech-oriented capabilities on a call with analysts.  

By Peter Adams • March 22, 2021

Opinion

Digital ad targeting will return to its roots amid cookie demise

Advertisers and publishers are tasked with developing tactics and strategies that drive performance and engender trust, writes Permutive's Rico Rosa.

By Rico Rosa • March 22, 2021

Explore the Trendline➔

Trendline

Consumer Packaged Goods

If CPGs can adeptly adjust to disruptions caused by the pandemic and new privacy mandates, they have an opportunity to strengthen their brands.

By Marketing Dive staff

Tinuiti snaps up Amazon specialists Ortega to meet brands' e-commerce needs

The Seattle-based shop founded by former Amazon employees works with clients like Gerber and Pantone.

By Peter Adams • March 18, 2021

Study: Ad overload could pose steeper risk to brands than messages near inappropriate content

Consumers surveyed by GWI and WARC deemed advertising "excessive" across channels, a problem potentially exacerbated during the pandemic.

By Peter Adams • March 16, 2021

Opinion

Attribution will be challenging — but not impossible — in a cookieless world

Analog and digital media measurement will allow for planning and optimization, but both have positives and negatives, writes Permutive's Elizabeth Brennan.

By Elizabeth Brennan • March 16, 2021

Deep Dive

Clip or click? How the pandemic has changed the print vs. digital coupon debate

While the demise of paper coupons has been predicted amid a broader shift to digital, the future may not be so straightforward.

By Shane Schick • March 15, 2021

Sponsored by Terminus

The only go-to-market metrics that matter

If lead generation is no longer a thing for modern marketers, which metrics are most important?

By Justin Keller • March 15, 2021

M&M's leads CPG brands on DTC strategy as more shopper dollars shift online

A mix of engaging content, product personalization and clear loyalty offerings put the Mars marketer at the front of the pack, according to Forrester.

By Peter Adams • March 12, 2021

How OnePlus customized a livestream concert to make it more immersive

More than 1.3 million viewers interacted with the smartphone maker through a white-label platform created with Maestro and Metro by T-Mobile.

By Robert Williams • March 11, 2021

How the ANA is helping the ad industry deliver on diversity and inclusion pledges

Two co-founders of the Alliance for Inclusive and Multicultural Marketing detailed several tools helping marketers create change.

By Chris Kelly • March 11, 2021

'Relevance is key': Why Nordstrom has gone all-in on DTC brands

The 120-year-old department store has welcomed in some of the hottest digitally native brands, from Bonobos to Everlane, all in an attempt to grow with its consumer.

By Caroline Jansen • March 10, 2021

54% of people don't feel culturally represented in online ads, Facebook finds

Showing how to elevate diverse voices, Facebook notes a Pure Leaf push for International Women's Day that uses documentary-type videos and an AR filter.

By Chris Kelly • March 09, 2021

Vungle shores up contextual tools ahead of IDFA changes with GameRefinery buy

GameRefinery wields contextual data sets across more than 160,000 gaming apps, as well as partnerships with top developers like Zynga, King and Rovio.

By Peter Adams • March 04, 2021

How Amazon and Walmart's head-to-head competition is changing retail

The evolution of each brand shows that being a retail giant means more than selling merchandise.

By Maria Monteros • March 03, 2021

57% of consumers remained loyal to a brand during chaotic 2020, study finds

While disruptions to supply chains tested the limits of loyalty, 49% said last year's events didn't stop them from purchasing a brand.

By Robert Williams • March 03, 2021

Yum Brands buys Kvantum's AI business to 'fast-track' data-driven marketing

The owner of KFC and Taco Bell will combine Kvantum's machine learning tech with culture-based insights from Collider Lab, a consultancy it acquired in 2015.

By Peter Adams • March 02, 2021

Nielsen introduces cookieless system to track online actions

A pilot of Identify Sync, which leverages de-identified person-based identifiers, attributed 96% of conversions to marketing touch points with consumers.

By Robert Williams • Feb. 22, 2021

Brand marketers stick to trust-building strategies forged in 2020's fires, study finds

More than three quarters of brands surveyed by Iterable plan to continue their messaging around social issues in 2021.

By Robert Williams • Feb. 16, 2021

Kellogg to keep ad spending steady in 2021 as consumer demand stabilizes

While organic sales growth is slowing as panic-buying trends fade, retail sales are set to remain elevated, the company forecasts.

By Robert Williams • Feb. 12, 2021

Coke plans data-driven, 'always-on' experiential campaigns as sales dip

The company is looking to drive "greater efficiency across the marketing spend portfolio" and announced plans for Sprite's first global campaign.

By Robert Williams • Feb. 11, 2021

By the numbers: Super Bowl LV

The big game's ads, broken down by sentiment, social engagement and more.

Deep Dive

Super Bowl LV ads highlight marketers' disconnect with reality

Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.

By Peter Adams , Chris Kelly , Natalie Koltun • Feb. 08, 2021

What 2021 means for sports marketing — and how Foot Locker's approaching it now

Priorities have changed for sports retailers, and companies need more than a new marketing strategy to succeed.

By Cara Salpini • Feb. 05, 2021

How Google's third-party cookie alternative will affect marketers

The tech giant says its FLoC technology is at least 95% as effective as cookie-based advertising — but ad-tech players still have concerns.

By Chris Kelly • Feb. 02, 2021

Walmart links with The Trade Desk in extensive overhaul to ad business

Now known as Walmart Connect, the retail media network is looking to scale into a top-10 offering by developing its own demand-side platform.

By Peter Adams • Jan. 28, 2021