Measurement Methodologies
Making Magic, Using Logic: Substantiating the Value of Branded Entertainment in the Marketing Mix
Abigail Marks, director, strategy and operations, at OgilvyEntertainment, provided an overview on OgilvyEntertainment’s Branded Entertainment Assessment Model™ and discussed how they are applying the model to measure value for marketers across the industry.
Western Union: Making Smarter Business Decisions Through Research and Measurement
Laston Charriez, senior vice president, marketing, Western Union, and Dr. Mark Friedrich, executive vice president, research, Navigate Research, discussed a recent Western Union partnership with UEFA Europa League, as well as best practices and ways to use research and measurement to make smarter business decisions.
Western Union: Making Smarter Business Decisions Through Research and Measurement
Laston Charriez, senior vice president, marketing, Western Union, and Dr. Mark Friedrich, executive vice president, research, Navigate Research, discussed a recent Western Union partnership with UEFA Europa League, as well as best practices and ways to use research and measurement to make smarter business decisions.
Social Listening: Overcoming Challenges and Getting to Value
Jason Widup, market research director, CMG global research & insights, Microsoft, discussed the benefits of social listening and Microsoft’s Social Intelligence Platform, which measures social media marketing impact.
Social Listening: Overcoming Challenges and Getting to Value
Jason Widup, market research director, CMG global research & insights, Microsoft, discussed the benefits of social listening and Microsoft’s Social Intelligence Platform, which measures social media marketing impact.
Enterprise Data Management Platform: A Marketer’s Guide
In this white paper [x+1] discusses how their Enterprise Data Management Platform (DMP) can help marketers leverage data to deliver more relevant content to consumers and improve ROI.
TVB: Network TV Scatter vs. Spot TV Cost Comparison
Research from the TVB (Television Bureau of Advertising) provides analysis of SQAD national and local market cost estimate data.
Lessons from the Road: Intel Applying Neuroscience-Based Research
David Ginsberg, director, insights and market research, Intel Corporation, discussed how Intel has been deploying various approaches to understanding unconscious-based consumer insights for the past two years.
Lessons from the Road: Intel Applying Neuroscience-Based Research
David Ginsberg, director, insights and market research, Intel Corporation, discussed how Intel has been deploying various approaches to understanding unconscious-based consumer insights for the past two years.
Lessons from the Road: Intel Applying Neuroscience-Based Research
David Ginsberg, director, insights and market research, Intel Corporation, discussed how Intel has been deploying various approaches to understanding unconscious-based consumer insights for the past two years.
Single-Source, Three-Screen Measurement Pilot
The Coalition for Innovative Media Measurement (CIMM) and Arbitron partnered on a pilot program in late 2011 to determine the feasibility of building a single-source, three-screen (TV, PC, and mobile) measurement panel.
Neuroscience: Best Practices and Industry Trends
Dr. Carl Marci, co-founder, chief executive officer and chief science officer at Innerscope Research, gave an overview of the neuromarketing research field from scientific origins to the latest industry trends.
Neuroscience: Best Practices and Industry Trends
Dr. Carl Marci, co-founder, chief executive officer and chief science officer at Innerscope Research, gave an overview of the neuromarketing research field from scientific origins to the latest industry trends.
National Brand Use of Local Marketing and ROI Metrics
This micro study from Balihoo shows that 66% of brands are currently investing in local marketing.
Out-of-Home Advertising Effectiveness and Return on Investment
This OAAA study on out-of-home advertising found that for each dollar spent globally on out-of-home advertising, an average of $2.80 was received in sales.
Can Brand Awareness Generate Measureable ROI?
According to this article by the Lenskold Group, awareness is an important metric to measure as it can be a major barrier when trying to influence purchase decisions.
Social Media Marketing ROI: To Measure or Not Measure?
This report from the Lenskold Group includes 10 questions that marketers should consider when determining their need for social media measurement.
Three Critical Questions to Get the Most from Marketing Mix Models
This report from the Lenskold Group looks at how marketers can determine if marketing mix modeling works for them and how to get the right insights out of marketing mix modeling.
The Ogilvy Branded Entertainment Assessment Model
In this white paper, Ogilvy’s BE Assessment Model (BEAM) is discussed as a standard for branded entertainment measurement and for determining associated metrics and building a dashboard of appropriate data.
How Do the Most Advanced Marketing Procurement Organizations Set Themselves Up for Global Success?
Paul Duxbury, co-founder and director, SPIRE Worldwide, and Steve Lightfoot, global communications procurement manager, World Federation of Advertisers, shared new research that benchmarks the marketing procurement maturity of the world’s largest advertisers.
