• The Data Drive Goes Global
    Attitudes among marketers towards data-driven marketing are remarkably consistent around much of the world. But there is much less unanimity around to characterize data-driven marketing and somewhat more confidence in its future than in early results.
  • On-Target, Off-Message: Political Advertising Looking For Something To Say
    In the latest political campaign cycle, marketers embraced advanced data analytics and online targeting in a big way. But their experience also underscored one of the biggest challenges to these platforms: having something to say to the segments you find.
  • The Messy World Of IoT Data
    As more devices connect to the Internet, brand marketers will become consumed with trying to figure out how to use the correct data in real time. We've come to know it as the Internet of Things (IoT). SpaceCurve, a Seattle startup specializing in all types of spatial data like longitude and latitude from Twitter tweets, will partner with AirSage, which collects anonymous data. The deal aims to help brands better understand consumer behavior in real time based on time, location, motion, sensor data, and other attributes.
  • The Perils Of Repeatedly Retargeting
    The more a consumer gets targeted by one message on television, the more that consumer loses respect for the brand and the message. The same occurs online. Some 55% of consumers put off buying products or services if they see the same ad run online multiple times, according to a study in which InSkin Media and RAPP Media commissioned ResearchNow to recruit and survey a panel of more than 1,600 U.K. adults.
  • Gender And Age Impact Mobile Path To Purchase
    When it comes to charting the path to purchase within product categories, mobile raises the level of complexity by introducing a new layer of variable that are determined in part by comfort with the technology along with when, where and by whom the device is being used -- and for what purpose.
  • Ninja Metrics Discovers Attribution's Tie To Social Influence
    Marketers relying on a traditional method for calculating return on investment (ROI) of advertising sources and customers bid blindly on media. The social predictive analytics company Ninja Metrics, the brainchild of a University of Southern California professor, believes it can change that by calculating ROI for customers based on a person's social influence.
  • Beyond Reach And Frequency: Targeting Moods, Modes, Screens And Situation
    One of the salient themes of OMMA Chicago's first day was the radical fragmentation of big ideas into much more segmented and targeted smaller executions that require creative elements appropriate to each channel.
  • Finally, Google Releases Data On Voice Search
    It has become so much easier to pick up a smartphone and say "Okay, Google" before using voice search to seek information, compared with trying to type a long query into a tiny little box. It's become such a natural extension of everyday life that 55% of teens between the ages of 13 and 18 use voice search daily, according to a study released by Google Tuesday.
  • How Much Is That Data In The Window?
    The real value of data to a company is starting to become an issue, as data becomes the core asset for many emerging media companies.
  • Do Teens Tick, Click With Apple Watch?
    What tech devices are teens attracted to? Perhaps not the Apple Watch. A recent Piper Jaffray survey of 7,200 U.S. teens found that 7% of teens own a smartwatch, but a relatively modest 16% said they might buy an iWatch for $350, compared with 17% in the spring survey.
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