Data/Analytics: Page 55
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Coty pilots e-commerce analysis tool to drive digital ad buys
Media agency Zenith developed the tool to analyze e-commerce offerings and determine where to send traffic from Coty’s ad campaigns.
By Erica Sweeney • March 14, 2019 -
Consortium of media, technology companies tackles need for addressable TV ad standards
Boasting big names like Disney, Turner, Comcast’s FreeWheel, NBCUniversal and more, Project OAR underscores the growing interest in advertising on connected TVs.
By Erica Sweeney • March 13, 2019 -
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 -
Facebook replaces relevance score, changes ad metrics
The changes could help advertisers address trends like personalization and ad relevance.
By Erica Sweeney • March 13, 2019 -
L’Oréal deepens personalized skincare focus with uBiome partnership
New test kits revealed at SXSW enable consumers to submit cheek-swab samples to determine their skin health and receive product recommendations.
By Natalie Black (Koltun) • March 12, 2019 -
IDC: Retail to lead global AI spending in 2019 as total market reaches $35.8B
Automated customer service agents, shopping advisers and product recommendation solutions are driving investments from the retail category.
By Erica Sweeney • March 12, 2019 -
How PepsiCo and Mars Wrigley are rethinking insights in the age of Uber
At SXSW, executives from the two CPG giants discussed adopting a consumer-centric approach and how it’s leading them to overhaul their organizations.
By Chris Kelly • March 11, 2019 -
OOH advertising spend jumps 4.5% in 2018, reaching a record high
Digital OOH represented 29% of the total spend, but there were also increases in the four main formats: billboards, street furniture, transit and place-based.
By Erica Sweeney • March 8, 2019 -
Dawn tops list of brands most favored by women, YouGov says
Amazon, Hershey’s, M&M’s and Dove round out the top five most-favored brands by women, while security brand Ring saw the biggest gains.
By Erica Sweeney • March 7, 2019 -
McDonald’s drives 8.4K in-app actions by tying geofenced billboards to Waze
A campaign with the Google-owned app and agency Outdoor Media Group used geofenced billboards to send people a message when their car stopped.
By Peter Adams • March 7, 2019 -
IAB: 78% of marketers will spend more on data in 2019
Stronger government data regulation is the main potential threat to “deriving value from data,” while concern over other issues like proving ROI has dipped.
By Erica Sweeney • March 6, 2019 -
NBC reveals promising results for Prime Pod ads, plans expansion
The premium ad segment introduced last year to reduce overall ad time delivered strong engagement and recall numbers for brands.
By Erica Sweeney • March 6, 2019 -
Office Depot teams up with Alibaba
The U.S. retailer and the Chinese e-commerce firm are partnering to work with small and medium-sized businesses.
By Dan O’Shea • March 5, 2019 -
Study: Amazon bests digital rivals, banks in earning consumer trust around data
The feeling is especially strong among millennials and Gen Zers, who trust the online retailer more than twice the amount they do banks.
By Peter Adams • March 5, 2019 -
Accenture acquires innovation strategy firm ?What If!
With many brands looking to reinvent themselves, Accenture is betting that the shop’s focus on fast, iterative experimentation will appeal to clients.
By Erica Sweeney • March 5, 2019 -
Opinion
Measuring brand activations in the digital age with ‘return on experience’
While ROE may not provide all the hard data marketers crave, it can shed light on experience conversion rates, writes Set Creative’s Stefan Tauber.
By Stefan Tauber • Feb. 28, 2019 -
77% of US ad fraud classified as highly sophisticated, study finds
Desktop-based fraud accounted for 55% of total online fraud while mobile accounted for 46%, according to ad verification firm Cheq.
By Erica Sweeney • Feb. 28, 2019 -
Marketers ill-prepared to leverage data, experiences to improve brand engagement, study finds
“Small data” may be a way to bring a human touch back to marketing, but 36% of executives see it as the biggest challenge facing their business.
By Erica Sweeney • Feb. 27, 2019 -
Study: 75% of consumers want more rewarded content like videos, surveys
Apps are the preferred way to access loyalty program information for 66% of consumers, and interest is growing in channels like smart speakers.
By Erica Sweeney • Feb. 26, 2019 -
Connected TV ad impressions jump 193% in 2018, study finds
In Q4, premium publishers ran more than half of their impressions on CTV platforms, a 154% year-over-year jump, per Extreme Reach.
By Erica Sweeney • Feb. 25, 2019 -
Pringles snacks on 6.4% engagement jump with Super Bowl connected TV push
Shoppable, interactive experiences with personalized content and QR codes scored big for the Kellogg’s chip brand.
By Erica Sweeney • Feb. 25, 2019 -
Deep Dive
As an era of self-regulation ends, marketers fear uncharted, risky waters for data privacy
“For many companies, if you get this wrong, you could very well be out of business,” the ANA’s Dan Jaffe told Marketing Dive about the upcoming California Consumer Privacy Act.
By Peter Adams • Feb. 25, 2019 -
Google adds video to responsive display campaigns
The company also unveiled a new combinations report and ad strength offering to help advertisers determine their campaign performance.
By Erica Sweeney • Feb. 25, 2019 -
Consumers see 77% of brands as not meaningful, report says
Brands perceived by consumers as meaningful and as making the world a better place enjoy a 24-point greater purchase intent.
By Erica Sweeney • Feb. 22, 2019 -
NBA debuts stats-focused reality show ‘GM School’ with partner SAP
Basketball fans test their knowledge in the series that also offers a behind-the-scenes look at how the league uses data and technology.
By Erica Sweeney • Feb. 22, 2019 -
Facebook ad ROI improves as holiday spend drops 45%, analysis finds
Marketers invested less in Facebook ads during the 2018 holiday shopping season in response to earlier “documented declines in ROI,” C3 Metrics found.
By Erica Sweeney • Feb. 21, 2019
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