Marketing Accountability

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Secrets of the Math Men: How Leading Performance Marketers Win

A new breed of marketers are using measurement and testing to learn more about their customers, act faster, waste less, and win more.

PowerPresentation: 2014 ANA/Forrester Media Survey

This collection of data charts represents findings from the 2014 ANA/Forrester Media Survey. The objective of this survey was to understand the current and projected trends in media transparency, programmatic buying adoption, and media metrics.

The Billion Dollar Question: What's the Real Return in Investment from Online Advertising Expenditure?

With more people watching and buying online than ever before, advertisers are diving head first into digital to reach their audiences. But are these investments worth their price?

How Small Businesses Can Scale the Big Data Barrier

Small businesses have typically had little to do with big data. Without it, smaller players have historically relied more heavily on something their larger counterparts could only dream of — a personal relationship with their customers.

How Consumable Brands' TV Ads Performed In 2013

Ace Metrix's 2014 Blackbook edition, which reveals how well the TV ads of 1,400 brands across 33 categories stacked up in 2013 versus 2012 based on brands' Ace Scores, shows mixed performance among these consumable categories.

The Data-Driven Future of Video Advertising

This paper from Nielsen and Simulmedia aggregates conversations from researchers, marketers, and C-suite executives from all sides of the media industry to better understand the changing landscape of the cross-screen video marketplace.

Nielsen Data: TV Dominates Time, Other Media Grows

Pivotal Research Group analysed Nielsen's Cross-Platform report data, which allows marketers to better characterize that media consumption on computers, smartphones, and tablets amounts to approximately 40 percent of total TV consumption.

A Road Map for Improving Measurement of Online Sales Return

In recent years, industry stakeholders for the magazine and radio fields have separately initiated investigations of the under-measurement problem for their respective media.

The Definition of an Ad Impression

The most common unit of measurement in digital advertising is the impression, and it’s the most common way that digital advertising is bought and sold today. It’s so commonplace that most people take for granted that they know what it means.

2014: Forrester’s Best Practices in Digital Data

David Cooperstein, VP, research director serving CMOs at Forrester Research, Inc., shared the digital, social, and mobile trends that data will both address and require for marketing success in 2014 and beyond.

2014: Forrester’s Best Practices in Digital Data

In this webinar video, David Cooperstein, VP, research director serving CMOs at Forrester Research, Inc., shared the digital, social, and mobile trends that data will both address and require for marketing success in 2014 and beyond.

2014: Forrester’s Best Practices in Digital Data

In this webinar presentation, David Cooperstein, VP, research director serving CMOs at Forrester Research, Inc., shared the digital, social, and mobile trends that data will both address and require for marketing success in 2014 and beyond.

Can You Measure Engagement?

Lacking a single definition, the IAB has attempted to untangle the multiple, competing definitions of engagement. Essentially, digital advertising engagement falls into three major buckets: cognitive, physical, and emotional.

2014: The Year of Marketing Accountability

After years of spreadsheet addiction, educated guesses and gut-based optimization, the advent of advanced analytics tools has provided marketing organizations with far better — and far more automated —- decision-making and forecasting capabilities.

3M Drives Marketing ROI Through Personalized Content Programs and Multichannel Buyer Engagement

Raj Rao, vice president of global eTransformation at 3M, and Joe Rohrlich, vice president of client success at Bazaarvoice, discussed the world-class marketing tools 3M is deploying for SEO, marketing automation, buyers’ reviews, responsive design, and dynamic content personalization, and how these are allowing faster response to empowered customers.

3M Drives Marketing ROI Through Personalized Content Programs and Multichannel Buyer Engagement

In this presentation, Raj Rao, vice president of global eTransformation at 3M, and Joe Rohrlich, vice president of client success at Bazaarvoice, discussed the world-class marketing tools 3M is deploying for SEO, marketing automation, buyers’ reviews, responsive design, and dynamic content personalization, and how these are allowing faster response to empowered customers.

Dell Leverages Real-Time Data to Drive a Better Customer Experience

Vandana Singh, executive director, global customer experience and quality at Dell Inc, shared how the company uses the real-time customer insights at its disposal to drive smarter marketing and provide a better overall customer experience.

Predicting Customer Behavior Through Analytics

David McGuire, director of social media insights and target scoring at Dell Inc., and Dr. Ramesh Rajagopalan, decision scientist lead at Dell Inc., described the methods they used when working with business units and regional marketing teams to identify customers and contacts who were likely to move through the purchase funnel if treated with the right marketing touches.

Predicting Customer Behavior Through Analytics

In this presentation, David McGuire, director of social media insights and target scoring at Dell Inc., and Dr. Ramesh Rajagopalan, decision scientist lead at Dell Inc., described the methods they used when working with business units and regional marketing teams to identify customers and contacts who were likely to move through the purchase funnel if treated with the right marketing touches.

Samsung Telecommunications: Using Intelligence to Expand Business Development

In this presentation, Dr. Mark Ramsey, Ph.D, senior vice president and chief data officer at Samsung Mobile, shared how the brand used advanced analytics to develop relevant technologies to grow business opportunities.

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