Data/Analytics: Page 73
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Study: Anti-piracy efforts cut ad fraud revenue in half
The Trustworthy Accountability Group found progress made in the fight, with fraudulent sites' revenue reduced by 48% to 61%.
By David Kirkpatrick • Oct. 6, 2017 -
Study: Q3 breakthrough video ads feature compassion, kindness and ingenuity
Overall, viewers preferred ads focused on storytelling, with strong visuals and uplifting messages.
By David Kirkpatrick • Oct. 5, 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 -
Facebook Watch, despite promising early viewership, lags behind the competition
A study found average viewing time on the new feature is 23 seconds even though its content can run up to 20 minutes long.
By David Kirkpatrick • Oct. 5, 2017 -
Study: Use of multichannel attribution expands to 60% of marketers
Combining offline and online customer activity is growing as marketers look to better understand how different channels contribute to conversions.
By David Kirkpatrick • Oct. 4, 2017 -
Report: Facebook ads drive up to 27% of in-store customers
By integrating retailers' point-of-sale data with Facebook's offline API and new ad formats, StitcherAds is connecting the dots between online ads and offline purchases.
By David Kirkpatrick • Oct. 3, 2017 -
Opinion
Intersecting the what and why of consumer behavior to strengthen insight
Pairing digital tracking with better surveys enables marketers to get smarter about building accurate consumer profiles, writes Toluna's SVP of Digital Products Phil Ahad.
By Phil Ahad • Oct. 2, 2017 -
Study: 72% of CMOs feel pressure from brand safety issues
Nearly half of marketing chiefs admit they still have problems with where and how digital ads are placed and viewed, says a new report from the CMO Council.
By David Kirkpatrick • Sept. 26, 2017 -
YouTube rolls out slew of tools focused on personalization
One feature called Director Mix lets marketers spin potentially thousands of video ads from a single asset.
By David Kirkpatrick • Sept. 26, 2017 -
Nielsen takes comScore to court over TV tech
The lawsuit is a move to stop comScore from using Nielsen’s technology to launch a TV-focused measurement service.
By David Kirkpatrick • Sept. 25, 2017 -
Deep Dive
Agencies hit back at consultancies, offering strategic services upstream
As management consultancies vie for big brands, agencies are beefing up their business acumen to stay in the game.
By Dianna Christe • Sept. 25, 2017 -
Opinion
How to drive decision-making through upstream analytics
Using upstream analytics, marketers can track the customer journey across multiple websites for added clarity, write Jumpshot's CEO Deren Baker and VP of marketing Randy Antin.
By Deren Baker and Randy Antin • Sept. 20, 2017 -
Study: Amazon's role in online shopping presents opportunity for big brands
Research from Kenshoo forecasts e-commerce marketing will become one of the fastest growing areas of advertising.
By David Kirkpatrick • Sept. 18, 2017 -
Ad trade groups blast Apple for new Safari cookie policy
The new approach is bad for consumer choice and ad-supported online content, the groups insist.
By David Kirkpatrick • Sept. 15, 2017 -
Toyota uses eye-tracking tech to measure shoppers' showroom attention spans
Brands only have a 20-second window to influence consumer opinion, according to findings from the automaker and tech firm Tobii Pro.
By David Kirkpatrick • Sept. 13, 2017 -
Sponsored by Crimson Hexagon
7 Surprising consumer insights we uncovered with social data
With social media analytics, brands can answer any question they have on consumer opinion and preferences.
Sept. 12, 2017 -
Study: Personalized email subject lines increase open rates by 50%
Nearly 98% of emails sent in Q2 didn't leverage personalization despite the proven benefits.
By David Kirkpatrick • Sept. 12, 2017 -
Deep Dive
How Rent-A-Center leverages its online community for brand decision-making
The furniture and electronics firm has an "Inner Circle" of more than 3,000 members to help guide choices on products, pricing and more.
By Shane Schick • Sept. 11, 2017 -
Study: 80% of CPG brands buy programmatic display ads
Display ads represent more than two-thirds of budgets.
By David Kirkpatrick • Sept. 8, 2017 -
Study: 61% of marketers report gaps in cross-device and cross-channel data
Kantar Millward Brown’s fourth annual Getting Media Right report found measuring and proving ROI is the biggest challenge facing marketers.
By David Kirkpatrick • Sept. 8, 2017 -
Activist investor focuses on digital marketing in P&G turnaround plan
In a new white paper, Nelson Peltz, who is seeking a board seat with the CPG giant, insists recent marketing cuts are hurting brands and calls for hiring more outside talent.
By David Kirkpatrick • Sept. 8, 2017 -
Opinion
Everything you thought you knew about analytical modeling has changed
The industry is facing the arrival of an entirely new consumer that marketers must engage with via machine learning — which changes everything, writes Cordial's David Baker.
By David Baker • Sept. 6, 2017 -
Study: Millennials hold brands more accountable on social media
Research found that 81% of U.S. consumers said the channel has increased accountability overall.
By David Kirkpatrick • Aug. 24, 2017 -
Deep Dive
2 audience studies highlight attention-grabbing digital strategies
Researchers at the ARF Audience Insights conference reveal how AIG optimizes Facebook targeting and what makes for a tweetable Super Bowl ad.
By Chantal Tode • Aug. 21, 2017 -
GroupM revamps digital ad viewability standards to account for news feeds
WPP's ad-buying group announced that marketers including Unilever, Campbell Soup Company and Subway support the move.
By David Kirkpatrick , Chantal Tode • Aug. 18, 2017 -
Study: Brands exercise more control over digital advertising
The report puts some numbers behind a trend that has been evident in 2017.
By David Kirkpatrick • Aug. 17, 2017
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