Data/Analytics: Page 72
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Snickers' algorithm matches discounts to internet 'hanger' levels in real time
The candy brand designed a "Hungerithm" that measures social media sentiment, offering bigger coupons based on how discontent internet users are.
By David Kirkpatrick • Nov. 21, 2017 -
Tech giants dominate BrandZ's first US brand value rankings
Despite the current strengths of American companies, foreign brands like Tencent and domestic startups pose a threat.
By Peter Adams • Nov. 16, 2017 -
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 -
Study: Starbucks loses top spot for QSR social conversations
Dunkin' Donuts has also slipped over the past six months, a surprising development as both brands are frequently cited as mobile innovators.
By David Kirkpatrick , Peter Adams • Nov. 16, 2017 -
Gartner: Overall marketing budgets shrink even as digital spending rises
After three years of growth, marketing budgets backtracked in 2017, and CMOs have modest expectations for next year.
By David Kirkpatrick • Nov. 15, 2017 -
Twitter ramps up data business as ad revenue stalls
The embattled company is rolling out a discounted version of its search tweets API, with even cheaper options planned for further down the road.
By David Kirkpatrick , Peter Adams • Nov. 15, 2017 -
Adobe launches 100% programmatic ad campaign
Ads are being bought through real-time bidding across desktop, mobile, social, digital out-of-home, digital audio as well as programmatic, addressable and connected TV ad formats.
By David Kirkpatrick • Nov. 14, 2017 -
Study: Women CMOs are still underrepresented but paid better than male peers
Overall chief marketer compensation is steadily trending upward despite the position's volatility.
By David Kirkpatrick • Nov. 3, 2017 -
Study: Fake news undermines trust in social, digital outlets more than traditional media
Thirty-eight percent of Americans report getting their news from social media, but only 37% recognize the channel as a trustworthy source.
By David Kirkpatrick • Nov. 1, 2017 -
Study: Facebook tops Pinterest, Instagram for last-click social commerce
Nearly half of social media users in the U.S. said they made their most recent purchase from the platform.
By David Kirkpatrick • Oct. 31, 2017 -
Facebook significantly ramps up transparency efforts to cover all ads
A new "View Ads" feature gives users visibility into campaigns run across Facebook's properties, quickly following a similar development from Twitter.
By Natalie Black (Koltun) • Oct. 27, 2017 -
Study: 'Stranger Things' subject lines lift email engagement 74%
Seasonal topics like Halloween and pumpkin spice also deliver a bump in open rates in some countries.
By David Kirkpatrick • Oct. 27, 2017 -
EMarketer: Amazon to hit $1.65B in ad revenue this year
That pace would make it the fifth-largest digital ad platform by revenue in the U.S., ahead of Twitter and Snapchat.
By David Kirkpatrick • Oct. 27, 2017 -
Study: Maybelline leads cosmetics brands in Instagram engagement
ShareIQ found that L'Oreal-owned brand Maybelline has nearly 60 million likes on Instagram — 49x Revlon's count — so far this year.
By David Kirkpatrick • Oct. 26, 2017 -
Technology shows how to win at Cannes Lions, but are the awards worth it?
A study used machine learning and natural language processing to find emotional patterns elicited by campaigns that took home top honors, with some surprising results.
By David Kirkpatrick , Peter Adams • Oct. 26, 2017 -
Study: Use of ad blockers increases 16% in US
The e-commerce industry is feeling the impact of ad blockers as advertisers are unable to get in front of a portion of the growing marketplace.
By Erica Sweeney • Oct. 24, 2017 -
Google Attribution beta expands to hundreds of advertisers
HelloFresh, an early tester, reports a 10% lift in conversions after measuring across search, display and email channels.
By David Kirkpatrick • Oct. 23, 2017 -
Study: Pro sports sites hit by ad fraud from massive 'Sports Bot' operation
Up to 75% of pre-bid requests to NFL team domains were flagged down by Forensiq's new fraud detection algorithms, which led to a broader investigation with alarming findings.
By Peter Adams • Oct. 19, 2017 -
WPP, Sitecore tighten partnership to streamline customer experience development
A single Sitecore work team has been formed for WPP agencies AKQA, Ogilvy, Possible, Wunderman and others.
By Erica Sweeney • Oct. 19, 2017 -
Study: Companies spend almost 2x more on online video than TV ads
As the focus of marketing shifts from branding to engagement, companies will spend $135 billion on online video this year.
By David Kirkpatrick , Chantal Tode • Oct. 18, 2017 -
Report: Facebook tests letting brands study users' posts and comments
The move will likely raise privacy concerns as marketers are being given access to users' unguarded communications, although in an anonymous way.
By David Kirkpatrick , Natalie Black (Koltun) • Oct. 17, 2017 -
Opinion
US marketers spend 10x more on sports than music — but why?
Marketers can help people find their sound by leveraging audience-specific data, writes Rosemary Waldrip of Music Audience Exchange.
By Rosemary Waldrip • Oct. 17, 2017 -
Study: 63% of marketers plan to bump up their Amazon ad budget
Marketers are more likely to increase their budgets for the e-commerce giant in the next year than for other platforms like Google, Bing, Twitter and Facebook.
By David Kirkpatrick • Oct. 13, 2017 -
Study: Analytics, data management are martech's top ROI performers
Despite marketers facing some challenges with marketing technology, the report underscores the potential for driving ROI.
By David Kirkpatrick • Oct. 12, 2017 -
Brands might be overdoing it on social media
Research by Temple University found that marketers and consumers have different views about how and when to use the channel.
By David Kirkpatrick • Oct. 9, 2017 -
P&G's Pritchard says digital ad transformation is 'two-thirds complete'
After shaking up the online ad industry in January with some tough ultimatums, the exec says MRC accreditation remains the key hurdle.
By David Kirkpatrick • Oct. 6, 2017
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