Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "analytics"
- As Fox Advertising Sales' first EVP, chief ad research and analytics officer, Mazumdar will oversee sports, entertainment, news and streaming areas for Fox and bild data- and audience-based sales strategy which will "holistically link the platforms, while maintaining each platform's unique brand." Mazumdar will report to Marianne Gambelli, ad sales president of Fox Corp.
- Belle Tire's Senior Director of Consumer Engagement Marketing, Christina DeVey, shares details and lessons from the campaign that won MediaPost's EIS Award for Best use of AI and ML. How did they use predictive modeling and analytics to identify and reactivate the right at-risk customers at the right time. And how does that knowledge inform outreach strategies for new customers?
- "Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
- Fabre-Hernoux says privileged access to the inside thinking about and application of some of the most powerful consumer data insights in the world prepared her to innovate the way Wavemaker and parent GroupM handle it.
- Data will take priority for nearly all enterprises in 2023, according to research from Tamr and Propeller Insights on top data challenges impacting business productivity and competitiveness in the market.
- Digital native brands are famously data-driven. But when it comes to developing new products and services, what is the process for using customer insights to imagine new products, test, learn, rinse and repeat? The MeUndies model relies on variety and fresh fashion and leans heavily on analytics and insights. MeUndies Director of Consumer Insights, Casey Greulich, explores how they have learned to apply different kinds of insight at specific phases of development - to map development lifecycle against research lifecycle.
- Day One of the ARF's annual "Attribution & Analytics Accelerator" began the way past years have: raising as many questions as answers on various modeling approaches and techniques.
- Ad-supported and ad-free subscription services are "overwhelmingly similar in distribution in terms of age, ethnicity, gender and income," according to Antenna, a subscription data and analytics company.
- Data scientists do not often see the marketing nuances, Pecan AI reports.
- Like many hot DTCs, smart oven brand Tovala touches and re-touches consumers across every imaginable medium. But how do you stitch these disparate channel experiences to minimize friction in the customer journey and optimize these touchpoints to improve conversions? Tovala's Senior Director of Growth Engineering, Brian Krall, digs into Tovala's use of replay session analytics to better understand engagement trends, drop-off points, and conversion paths. What has the brand learned about using this toolset to smooth the journey for customers but also evaluate media performance and test new channels?
- As Avocados From Mexico transforms its media and analytics and migrates its user IDs to a new platform, it needed to better understand their own base. As a preamble to our panel on ID tracking, Avocados' Director of Media, Jovanny Martinez, shares a test-and-learn project the brand applied to different behaviors on its own site. What is the difference between prospects who click and those who dwell? Should they be identified and retargeted differently?
- The study shows viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by how the viewer responds to the ad served on the screen.
- Brands turn programmatic on at the top of the funnel, but don't consider how it impacts the entire journey, according to Sam Huston, chief strategy officer at 3Q/Dept.
- A GfK study of U.S. CMOs finds a dismal lack of confidence in their own data, analytics and insights.
- Ecommerce experienced price deflation for the first time in more than two years, but consumers spent less in July 2022 vs. June, according to the Adobe Digital Price Index, which identified deflation driven by electronics, apparel, and toys. Food costs remain high.
- Amazon drove $12 billion in global sales during Prime Days this year, and email played a part, SparkPost reports.
- To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
- "Many need to get better at extracting relevant data signals across channels, generating actionable insights, making insights available in real-time, and going deeper and more granular," Executive Director Donovan Neale-May says.
- Internet search traffic for abortion medication rose 162% after someone leaked a draft of the Supreme Court's abortion decision in May, according to new research.
- Knit's technology enables clients to tap into a network of over 1 million Gen Z and 4 million Millennial consumers to gather on-demand video feedback and quick-turn quantitative data.
- In the world of politics where profit doesn't come from financial gain, going beyond the plurality is the only way to ensure success. Edith Jorge-Tunon from the Republican State Leadership Committee helps analyze why reaching a plurality in corporate America can be considered profitable, but doesn't quite cut it in most political systems today.
- Brands hope to improve their customer experience and improve personalization by exploring new channels, according to a study from Productsup, conducted by Forrester.
- As regulation and data deprecation across browsers and operating systems moves the ad ecosystem beyond third party cookies, having a first-party data strategy becomes critical. Corey shares best practices and strategies around sourcing first-party data, leveraging publisher relationships for amplification and the ways in which high quality data can be best applied to cusytomer journey mapping. The future of of government and industry policies for data remain unclear; marketers need a future-proofed strategy.
- Audio can change the way consumers feel about a brand. Recent studies conducted by neuromarketing analytics firm Neuro-Insight set out to prove it.
- Financial details were not disclosed, but as part of the transaction, SMI CEO James Fennessy will step down and Dreamscape partner Scott Knoll will become CEO.
- Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
- Kids believe their generation has a much clearer understanding of gender compared to older generations, with 80% of kids and teens trusting people their age to understand who they are and their gender, including how to articulate and express it. It has begun to surface in search results. The outcome will create challenges if not faced now.
- Marketing budgets climbed to 9.5% of total company revenue in 2022 -- up from 6.4% in 2021, but down from 11% in 2020 and 10.5% in 2019, according to Gartner.
- "This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov, director, head of ad measurement and research at Roku.
- Analysis from measurement/analytics company Antenna via MoffettNathanson shows 64% of subscribers signed up for the top-ten streaming services directly via the streamers' company websites, not through Roku or Amazon Fire TV.
