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Consumer neuroscience, also known as neuromarketing, can give brands new ways to test, track, and measure the effectiveness of communication strategies. Brands like Campbell’s are using consumer neuroscience to make print, packaging, and in-store advertising more effective. This Insight Brief also provides tips for selecting the right research vendor.
This guide looks at the four tenets of measurement-focused marketing in an attempt to make sense of today's complex customer journey.
Citi developed a proprietary framework to measure the effectiveness of its social content.
Microsoft shared six priorities for transforming into a mobile-first, cloud-first marketing department.
Nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating.
This How-To Guide will explain marketing attribution, review various marketing attribution models, discuss when it makes sense to use it, and conclude with an action plan for implementing marketing attribution.
In a December 2013 study, Demand Metric and Netbase partnered to investigate how companies are enabling and optimizing their social media efforts through the use of analytics.
Two weeks into the new 2014-2015 TV season shows, there is a somewhat familiar ring to a year ago -- NBC is in first place among key viewers.
Proprietary, data-driven products need their own leader -- which is why DigitasLBi is promoting Jason Kodish to the newly created role of global chief data scientist.
Aaron Fetters, director of the insights and analytics solution center at Kellogg, discussed data, analytics, and ROI.
These infographics share information on the future impact of big data and analytics from the 2014 Marketing 2020 survey report.
Kellogg’s has been able to improve ROI through measurement and optimization.
Ford shared how it leveraged in-house predictive models and marketing ROI tools to drive its business.
USAA shared how it built the ideal analytics team and placed them in an environment to succeed, which resulted in the brand receiving the first-ever ANA Marketing Analytics Leadership Award.
Dannon shared how it drove business by creating a program that generated meaningful, actionable consumer insights.
Track and measure the results of your video marketing program with this dashboard.
Outline your video marketing strategy for the upcoming year with this easy-to-use Microsoft Excel scorecard.
Includes links to the Webcasts, <i>1. Get Smart, Get Strategic, 2. Tear Down the Silos, 3. Untangle the Data Hairball, 4. Make Metrics Your Mantra, and 5. Process is the New Black</i>
Captivate's ads stretch beyond riding up and down high-rise elevators, now following office workers wherever they go.
Click-through rate has long been faulted as a measure of ad effectiveness in mobile campaigns, largely because of accidental clicks.