Data/Analytics: Page 77
-
Forrester: Marketers wasted $7.4B on low-quality ads in 2016
A lack of transparency in the ad tech space was singled out as just one of many problems that must be addressed if budgets aren't to be squandered in the future.
By David Kirkpatrick • April 7, 2017 -
YouTube advertisers gain insight into brand safety via comScore
Google has partnered with the measurement company to provide more visibility into the context of the content ads appear next to.
By David Kirkpatrick • April 6, 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 -
Roku offers TV-like demographic guarantees to support cross-channel media efforts
The move is intended to make it easier for advertisers to plan their media mix.
By David Kirkpatrick • April 4, 2017 -
Dentsu acquires Leapfrog for more personalized performance marketing
IProspect, an agency of the holding group, will leverage proprietary marketing technology for data-driven experiences.
By David Kirkpatrick • April 4, 2017 -
AdWords upgrades offline attribution to track more store visits
New strides in machine learning, mapping technology and survey quality have helped the platform increase the number of store visits it can accurately report.
By David Kirkpatrick • March 31, 2017 -
Deep Dive
Is the Holy Grail of offline attribution becoming less elusive?
A number of new solutions promise to better tie together on- and offline marketing efforts with mobile as a unifying force, but significant gaps persist.
By David Kirkpatrick • March 29, 2017 -
Opinion
Why it's time to take a stand against ad fraud
Setting global standards may be the only way to stay ahead of fraud and ensure ad dollars are spent as intended.
By Marco Ricci • March 27, 2017 -
IPG Mediabrands, investing 'tens of millions' in data, forms new executive role
Arun Kumar will be IPG's first chief data and marketing technology officer while maintaining his post as global president of its Cadreon ad-buying arm.
By Peter Adams • March 24, 2017 -
Report: Publicis moves deeper into data services to gain competitive edge
With the agency holding group's digital business struggling to meet growth targets, the new data push offers several potential benefits.
By Chantal Tode • March 23, 2017 -
Study: Influencer marketing budgets are bigger this year for 63% of marketers
Despite an increase in spend, the tactic can still be cost-effective, with 36% of respondents spending less than $5,000 per campaign.
By David Kirkpatrick • March 22, 2017 -
Study: 'Likeability' has biggest impact on video ad results
New research underscores the importance of creative messaging to seeing success with video marketing.
By David Kirkpatrick • March 22, 2017 -
ANA evaluates ads, TV shows for gender equality
The group is making its scoring system for gender equality available to any ad copy testing service.
By David Kirkpatrick • March 21, 2017 -
Study: Snapchat faces new challenges as monthly sign-ups slow
Both Snapchat and Instagram are attracting fewer new users but the former is taking the bigger hit.
By David Kirkpatrick • March 21, 2017 -
ANA calls for social media audits
The industry group is calling for Instagram, Twitter, Snapchat, Amazon, LinkedIn, Foursquare and Pinterest to allow independent audits of ad campaign data.
By David Kirkpatrick • March 20, 2017 -
Study: Average CMO tenure dips again amid disruption
New technologies and changing consumer habits make for a "perfect storm," according to one researcher.
By David Kirkpatrick • March 20, 2017 -
MRC unveils measurement standards for digital out-of-home advertising
The move arrives as the "final step in ensuring digital place-based advertising's seat at the table with all measured media," according to Captivate CMO Scott Marden.
By David Kirkpatrick • March 17, 2017 -
Study: Subway tops quick service brands for 'social currency'
Beating out other chains like Wendy's and Chili's, the sandwich maker had strong showings in an "expression" category thanks to ads that served as brand differentiators.
By David Kirkpatrick • March 17, 2017 -
O2 pilots multi-touch attribution for Facebook ads
Through a partnership with Visual IQ, the telecommunications brand was able to compare Facebook ads with other digital channels, publishers and placements.
By David Kirkpatrick • March 14, 2017 -
Deep Dive
Why big brands are cooling off on startup initiatives
Amid shaky integrations, flat returns and often high costs, incubators and accelerators are experiencing "backlash," analysts said.
By Peter Adams • March 14, 2017 -
ComScore now measures the connected home audience
A new syndicated service will provide independent insight into the use of computers, mobile phones, tablets, streaming sticks, smart TVs and Internet of Things devices.
By David Kirkpatrick , Chantal Tode • March 10, 2017 -
Facebook focuses on reach, attribution with new measurement tools
Offering the metrics through Facebook Business Manager instead of Atlas could bring advanced measurement to more marketers.
By David Kirkpatrick • March 8, 2017 -
Gartner: Connected homes don't excite beyond early adopters
Three-quarters of surveyed consumers are still more than happy to adjust things like temperature and lighting themselves.
By David Kirkpatrick • March 7, 2017 -
Deep Dive
How Wildlife Conservation Society tapped digital to grow '5 million strong'
Shifting strategy from one-off campaigns to sustained investment proved a major boon to the nonprofit brand.
By Peter Adams • March 6, 2017 -
Olay taps AI for skin analysis, product recommendations platform
The global web-based beauty advisor purports to be the first to leverage deep learning.
By Chantal Tode • Feb. 28, 2017 -
Sponsored by IBM Watson Marketing
Know what to say to your customer next with predictive analytics
With predictive analytics solutions, organizations can better assess and predict purchase intent, purchase experience and purchase satisfaction.
Feb. 28, 2017
Previous
