Data/Analytics: Page 34
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Courtesy of Nike
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 // The dissolution of third-party cookies
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➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Retrieved from Tinuiti on March 18, 2021
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 -
Terminus
Sponsored by TerminusThe 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 -
"Woman in Yellow Tshirt and Beige jacket Holding a Fruit Stand" by Anna Shvets is licensed under CC BY 1.0
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 -
Retrieved from T-Mobile U.S. on March 11, 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 -
Weekend Images Inc./E+ via Getty Images
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 -
Courtesy of Glossier
'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 9, 2021 -
Permission granted by Vungle
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 4, 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 3, 2021 -
Courtesy of Klarna
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 3, 2021 -
Retrieved from Taco Bell on August 20, 2020
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 2, 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 -
Courtesy of Kellogg's
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 -
Permission granted by Coca-Cola
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 -
Kendall Davis/Marketing Dive
By the numbers: Super Bowl LV
The big game's ads, broken down by sentiment, social engagement and more.
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Courtesy of Jeep
Deep DiveSuper 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 Black (Koltun) • Feb. 8, 2021 -
Permission granted by Foot Locker
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. 5, 2021 -
John Hazard/Marketing Dive
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. 2, 2021 -
Courtesy of Walmart
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
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