Data/Analytics: Page 31
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Courtesy of Glossier
'Relevance is key': Why Nordstrom has gone all-in on DTC brands
The 120-year-old department store has welcomed in some of the hottest digitally native brands, from Bonobos to Everlane, all in an attempt to grow with its consumer.
By Caroline Jansen • March 10, 2021 -
54% of people don't feel culturally represented in online ads, Facebook finds
Showing how to elevate diverse voices, Facebook notes a Pure Leaf push for International Women's Day that uses documentary-type videos and an AR filter.
By Chris Kelly • March 9, 2021 -
Explore the Trendline➔
sefa ozel via Getty Images
TrendlineAI and Marketing Data
Top stories that underscore the key role of artificial intelligence, generative and otherwise, for many CMOs looking to better manage troves of data.
By Marketing Dive staff -
Permission granted by Vungle
Vungle shores up contextual tools ahead of IDFA changes with GameRefinery buy
GameRefinery wields contextual data sets across more than 160,000 gaming apps, as well as partnerships with top developers like Zynga, King and Rovio.
By Peter Adams • March 4, 2021 -
How Amazon and Walmart's head-to-head competition is changing retail
The evolution of each brand shows that being a retail giant means more than selling merchandise.
By Maria Monteros • March 3, 2021 -
Courtesy of Klarna
57% of consumers remained loyal to a brand during chaotic 2020, study finds
While disruptions to supply chains tested the limits of loyalty, 49% said last year's events didn't stop them from purchasing a brand.
By Robert Williams • March 3, 2021 -
Retrieved from Taco Bell on August 20, 2020
Yum Brands buys Kvantum's AI business to 'fast-track' data-driven marketing
The owner of KFC and Taco Bell will combine Kvantum's machine learning tech with culture-based insights from Collider Lab, a consultancy it acquired in 2015.
By Peter Adams • March 2, 2021 -
Nielsen introduces cookieless system to track online actions
A pilot of Identify Sync, which leverages de-identified person-based identifiers, attributed 96% of conversions to marketing touch points with consumers.
By Robert Williams • Feb. 22, 2021 -
Brand marketers stick to trust-building strategies forged in 2020's fires, study finds
More than three quarters of brands surveyed by Iterable plan to continue their messaging around social issues in 2021.
By Robert Williams • Feb. 16, 2021 -
Courtesy of Kellogg's
Kellogg to keep ad spending steady in 2021 as consumer demand stabilizes
While organic sales growth is slowing as panic-buying trends fade, retail sales are set to remain elevated, the company forecasts.
By Robert Williams • Feb. 12, 2021 -
Permission granted by Coca-Cola
Coke plans data-driven, 'always-on' experiential campaigns as sales dip
The company is looking to drive "greater efficiency across the marketing spend portfolio" and announced plans for Sprite's first global campaign.
By Robert Williams • Feb. 11, 2021 -
Kendall Davis/Marketing Dive
By the numbers: Super Bowl LV
The big game's ads, broken down by sentiment, social engagement and more.
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Courtesy of Jeep
Deep DiveSuper Bowl LV ads highlight marketers' disconnect with reality
Advertisers strained to deliver a message with mass appeal or even to entertain — with a few notable exceptions — on what's supposed to be their biggest night.
By Peter Adams , Chris Kelly , Natalie Black (Koltun) • Feb. 8, 2021 -
Permission granted by Foot Locker
What 2021 means for sports marketing — and how Foot Locker's approaching it now
Priorities have changed for sports retailers, and companies need more than a new marketing strategy to succeed.
By Cara Salpini • Feb. 5, 2021 -
John Hazard/Marketing Dive
How Google's third-party cookie alternative will affect marketers
The tech giant says its FLoC technology is at least 95% as effective as cookie-based advertising — but ad-tech players still have concerns.
By Chris Kelly • Feb. 2, 2021 -
Courtesy of Walmart
Walmart links with The Trade Desk in extensive overhaul to ad business
Now known as Walmart Connect, the retail media network is looking to scale into a top-10 offering by developing its own demand-side platform.
By Peter Adams • Jan. 28, 2021 -
Facebook reports record revenue, but warns of Apple's privacy changes
Mark Zuckerberg warned that small businesses will no longer be able to reach their customers with targeted ads due to Apple's planned changes to IDFA.
By Robert Williams • Jan. 28, 2021 -
Retrieved from Sensor Tower on January 06, 2021
Digital ad spending from holidays shows signs of 'return to normalcy,' Merkle finds
Brick-and-mortar retailers and travel companies that bore the brunt of the economic slump show signs of recovery after a relatively strong fourth quarter.
By Robert Williams • Jan. 27, 2021 -
Omnicom's patent-pending software ties earned media to sales
OmniearnedID intends to support a brand's entire marketing program, not just PR, and can help quantify the effect of influencer campaigns on sales.
By Robert Williams • Jan. 22, 2021 -
Courtesy of Procter & Gamble
P&G expands marketing 7% amid higher demand for household brands
The company is well-positioned to address macro trends like a continued focus on home and stronger preference for reputable brands, per CFO Jon Moeller.
By Robert Williams • Jan. 21, 2021 -
'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says
The percentage of 18- to 23-year-olds that said it's "cool" to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019.
By Chris Kelly • Jan. 20, 2021 -
CMOs will be more cautious in 2021 with growth strategies, Gartner finds
Almost three quarters of marketers said they will rely on existing customers for growth rather than developing new markets in the months ahead.
By Robert Williams • Jan. 19, 2021 -
istock / valentinrussanov (edited by LiveRamp)
Sponsored by LiveRamp3 myths about data collaboration that are holding your business back
Successful data collaborations come from addressing preconceived notions, understanding why they have become myths and championing privacy-conscious ways of working with trusted partners.
By Alice Stratton • Jan. 19, 2021 -
ISpot buys Ace Metrix to expand analytics for TV and CTV ads
The deal addresses the need to measure both business outcomes and brand impact for ads amid a media marketplace fragmented between linear and streaming TV.
By Robert Williams • Jan. 15, 2021 -
What to know about second-party data as marketers tilt toward collaboration
Forecasts from Winterberry Group outlined use cases in areas like insights and measurement, while cautioning how second-party data can be misapplied.
By Peter Adams • Jan. 15, 2021 -
Garnier
Garnier tweaks social strategy to guide at-home hair colorists during pandemic
The L'Oréal-owned brand in 2020 tapped influencers, a new livestream series and virtual consultations via Instagram and YouTube, helping to spur a 9.4% lift in hair color sales.
By Chris Kelly • Jan. 14, 2021
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