Intent-based ad targeting in pay-per-click campaigns drove significantly stronger performance and reach and reduced CPC, with 2.5 times greater overall campaign efficiency, Foundry data shows.
"We've already begun working with four pilot advertisers and IPG Mediabrands," Samsung's Justin Evans disclosed.
About two-thirds of CMOs say the volume of data available to them has become increasingly overwhelming, with 33% citing the rising numbers of channels and platforms.
The TelevisaUnivision agreement starts in Jan. 2023, and includes Nielsen Marketing Cloud and Gracenote's Advanced Discovery suite. It offers measurement and advanced planning across
TelevisaUnivision's national, digital, local and audio affiliates as well as its streaming service, ViX.
A GfK study of U.S. CMOs finds a dismal lack of confidence in their own data, analytics and insights.
Walled-garden media environments add to the challenges that DTC marketers face with measuring media performance.
CMOs have a variety of ways to obtain data that
guide their decision-making, though many are frustrated with the lack of tools to gain insights, the CMO Council and market researcher GfK found in a global survey of marketing leaders
. Among the data that help marketers
to improve key performance indicators (KPIs), media metrics were ranked as the most significant. About two-thirds (67%) of marketing leaders worldwide said content response and conversion data are
helpful, and 64% said ad performance metrics were helpful. “Content response can lead to customer conversion, acquisition and repeat purchases,” according to the report.
“Getting the right content to the right person at the right time can build toward a shortlist, a call to a sales rep or even an ecommerce transaction. Content response is a marketing KPI that
moves the revenue needle.” Only 39% of respondents said their social media following was a significant data point, and a mere 36% considered customer lifetime value (CLV) important for
measuring performance. CLV metrics aim to quantify how much money customers will spend on a brand during their lifetime. Marketers say they face a variety of hurdles in obtaining useful data.
Almost three quarters (73%) of survey respondents bemoaned insufficient marketing technology as a barrier, while 60% said lack of data management processes were concerning. “The
challenge is choosing the right solution from a sea of options,” according to the report. “The 2022 martech landscape is nearing 10,000 solutions and data marketers are overwhelmed with
The way companies handle people's data has significant implications for brand value and trust.
Most B2B sales and marketing execs said the mass shift to remote work has disrupted their ability to effectively identify and reach buyers.
The report, "Data Capitalism + Algorithmic Racism," however, provides policy recommendations to solve the problem.
"Linear TV ratings continue the shift to older and older viewers, with 65% of all cable network viewers now over the age of 50," a MoffettNathanson Research analysis of Nielsen data finds.
LG Electronics has bought a more than 50% controlling stake in TV data research company Alphonso for nearly $80 million. Alphonso will continue to operate as an independent business under its current
brand, the company says.
"Don't use small data to answer a Big Data question," said data scientist Zach Baze, chief intelligence officer at agencies Leo Burnett and Hawkeye.
While China's industry marketing and consumer spending patterns are not necessarily correlated to other industrialized nations, especially the U.S., there are encouraging signs of "normalization" in
China in the period following its COVID-19 epidemic. "Big Data" analyzed by the equities research team at UBS indicates that, with the exception of big-ticket items like automobiles, China's major
industrial markets are stabilizing, especially exports, imports and online commerce.
If you thought Big Data was big, just wait for the volume of data processing that will be created by the Internet of Things. Currently, more than 5 billion consumers interact with data every day,
according to an IDC estimates that are part of a new Georgia Tech report, "Digital Transformation and The Internet of Things," which projects that by 2025, that number will grow to 6 billion, or 75%
of the world's population.
A clear majority of U.S. adults (81%) now believe the potential risks they face from companies' data collection outweigh the benefits.
The Social Science Research Council is accusing Facebook of jeopardizing an existing data-sharing initiative.
While there's plenty of news about the future of retail and payments, there wasn't a place for business leaders to find the "so what?" perspective on these topics.
"One datapoint I find interesting is how often people go back to the email; 51% come back three or more times. We see this in real time."
The FTC is seeking empirical research on a host of privacy and security issues.
Much of NCM's movie-related research will come from consumer in-theater data, as well as its growing array of consumer apps. "This isn't data we are buying from syndicated sources. This is data we are
originating and tracking ourselves," says Cliff Marks, president, National CineMedia. NCM also owns Cinema Accelerator, a first-party tool for retargeting customers after they leave NCM cinemas.
Shares of Nielsen stock rallied a bit on Monday on news that an activist investor is amassing shares of the publicly traded company with an eye toward acquiring it or forcing a sale. The move marks a
new chapter in what arguably has been one of the most flipped strategic assets in the advertising, media and marketing industry.
One in four Americans say they believe the data exchange mostly benefits businesses, not consumers, a survey conducted for the Data & Marketing Association and Acxiom by Foresight Factory reveals.
Only 11% said it mostly benefits consumers, while 14% were either neutral or had no response.
Consumers are overwhelmed by the complexity of most data policies and, as a result, agree to them without reading or understanding them. This essentially serves the conservatives' position on the