Data/Analytics: Page 71
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Study: Super Bowl advertisers see sustained post-game sales boost
The boost was especially apparent for sole advertisers in a specific product category, like AB InBev's Budweiser.
By Erica Sweeney • Jan. 9, 2018 -
Opinion
Why cross-collaboration is critical to the modern CMO's success
A marketing chief's unique responsibility today is to advance an understanding of customer needs across the entire enterprise, writes HCL Technologies's CMO Matt Preschern.
By Matt Preschern • Jan. 8, 2018 -
Trendline
What you need to know about data in marketing
The pressure on marketers is only intensifying to master data and analytics capabilities that can strengthen personalization and foster loyalty.
By Marketing Dive staff -
WPP's Kantar streamlines consulting services with new shop
Focused on helping brands develop and implement long-term growth strategies, Kantar Consulting rolls out with over 1,000 analysts, software developers and consultants.
By Peter Adams • Jan. 8, 2018 -
Study: 22% of UK brands plan to shrink programmatic ad spend
Lack of trust and transparency as well as cost and safety concerns are among the top reasons for the decrease.
By Erica Sweeney • Jan. 2, 2018 -
Opinion
Marketers should use city-based email marketing to better meet customers where they live
As spending power and wealth concentrate in cities, brands must become more adept at reaching consumers in urban areas, writes Response Media CTO Keith Perlstein.
By Keith Perlstein • Dec. 22, 2017 -
Deep Dive
How Amazon's data trove gives Prime Video an edge in marketing shows
In an interview with Marketing Dive, Amazon Studios' head of marketing discusses how the platform breaks through in a crowded marketplace.
By Dianna Christe • Dec. 22, 2017 -
More marketers take programmatic buying in-house, ANA says
A survey found 35% of respondents are expanding in-house programmatic media buying, reducing the role of external agencies.
By David Kirkpatrick • Dec. 19, 2017 -
PwC: Live sports keep viewers from cutting the cord
This will be a space to watch next year with big events like the Winter Olympic Games and the FIFA World Cup.
By Erica Sweeney • Dec. 18, 2017 -
Sponsored by Quotient
Building direct shopper relationships through personalized offers at scale
What's the best way to engage consumers? Give them content that is personalized, relevant and perfectly timed.
Dec. 18, 2017 -
Opinion
Building stronger brand connections through connected devices
The more devices consumers are connected to, the more closely advertisers can examine their specific behaviors and cater to their needs, writes Kiip's Brian Wong.
By Brian Wong • Dec. 14, 2017 -
AdWords update adds phone numbers, addresses to boost targeting
More spending could be coming Google's way, as the tools are positioned to deliver more relevant ads and other marketing content.
By David Kirkpatrick • Dec. 14, 2017 -
Deloitte: Live broadcasts, events to generate over $545B in revenue next year
The consultancy also foresees a big jump in AR engagement and consumers' willingness to pay for online media in 2018.
By David Kirkpatrick • Dec. 13, 2017 -
Publishers lose $1.27B yearly to ad fraud, new study finds
An array of outlets including Business Insider and The Washington Post, along with platforms like Google, urged for greater adoption of IAB Tech Lab's ads.txt to combat the issue.
By David Kirkpatrick , Peter Adams • Dec. 13, 2017 -
Kargo becomes first company to achieve 100% ads.txt compliance
In an exclusive for Marketing Dive, VP of publisher partnerships Lauren Hendricks explained how Kargo worked with outlets like Business Insider to implement and analyze the benefits of the fraud-preventing tool.
By Natalie Black (Koltun) • Dec. 12, 2017 -
What marketers need to know about MRC's new audience-based measurement standards
The introduction of duration weighting for digital video ads and a move to more sophisticated invalid traffic filtration are two important developments.
By David Kirkpatrick • Dec. 8, 2017 -
TAG Certified channels reduce fraud levels by more than 83%, new study says
The 614 Group analyzed more than 6.5 billion display and video impressions for its research with agency partners GroupM, IPG Mediabrands and Horizon Media.
By Peter Adams • Dec. 7, 2017 -
Amazon, Home Depot, Walmart boast top-notch digital experiences
The top three names are by no means new to the industry, but big-box retailers as a group have come a long way in terms of their digital practices.
By Dan O'Shea • Dec. 6, 2017 -
Study: Companies spend more than $20B on third-party audience data, solutions
Omnichannel leads the pack in investment by data type while identity comes in last.
By David Kirkpatrick • Dec. 5, 2017 -
Dive Awards
Executive of the Year: Marc Pritchard, P&G
Nearly 11 months after making a high-profile speech demanding a better digital media ecosystem, the executive's words and actions continue to reverberate through the industry.
By Chantal Tode • Dec. 4, 2017 -
Dive Awards
Controversy of the Year: Brand Safety
Some digital marketing practitioners — both legitimate and underground — have played fast and loose with brands' reputations for years. In 2017, the day of reckoning arrived.
By Chantal Tode • Dec. 4, 2017 -
Black Friday Twitter engagements totaled nearly 785M, study says
The most popular terms associated with positivity included Thanksgiving, shopping and hashtags like #cybermonday, #giveaway and #deals.
By David Kirkpatrick , Peter Adams • Nov. 28, 2017 -
Dentsu adds Oxyma Group to extend people-based marketing's geographic reach
The deal will see Oxyma merged into Merkle, strengthening the latter's role as a leader in data-driven marketing.
By David Kirkpatrick • Nov. 27, 2017 -
NFL ad revenue performs well despite protest fervor
Inventory totaled $757 million for a 3% year-over-year gain in October, going against industry rumblings that politics are scaring some brands away.
By David Kirkpatrick , Peter Adams • Nov. 27, 2017 -
Study: Holiday advertisers increase spending on digital
A new report brings some early seasonal joy to the beleaguered digital marketing space, with 59% of respondents planning to spend more.
By David Kirkpatrick • Nov. 22, 2017 -
Study: Email marketing strategies must evolve as Black Friday's role shrinks
If driving conversions is the goal, the most promising opportunity isn't necessarily the day after Thanksgiving.
By David Kirkpatrick • Nov. 21, 2017
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