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From glass half full to glass overflowing

Date of publication: September 8, 2019

Catalogue: Congress 2019: The Global Data & Insights Summit

Company: Microsoft

Authors: Robert Graves, Bernard Brenner, Akaash Nanda

Abstract:

Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising?s long-term impact. The value this exercise would deliver to the business, however, was unprecedented.

Robert Graves

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Bernard Brenner

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Akaash Nanda

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Research Papers

The End of Dinosaur Advertising: Measuring Brand Effects Today

Catalogue: Congress 2022: 75th Anniversary

Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva

Companies: Nepa Sweden, Ikea

September 23, 2022

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Citation

Mathew, Backlund and Kosoleva (2022a, September 23). The End of Dinosaur Advertising: Measuring Brand Effects Today. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/the-end-of-dinosaur-advertising-measuring-brand-effects-today


Research Papers

The New Marketing Renaissance

Catalogue: Congress 2023

Authors: Karin Haglund, Cajsa Wiren, Oliver Engist, Hugo Englund, Thomas Berthelsen

 

September 27, 2023

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Citation

Haglund, Wiren, Engist, Englund and Berthelsen (2023a, September 27). The New Marketing Renaissance. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/the-new-marketing-renaissance


Research Papers

The Future of Privacy-Centric Advertising Measurement

Catalogue: Congress 2022: 75th Anniversary

Author: Minh Nguyen

Company: Google

September 23, 2022

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Citation

Nguyen, M. (2022a, September 23). The Future of Privacy-Centric Advertising Measurement. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/the-future-of-privacy-centric-advertising-measurement


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Citation

Graves, Brenner and Nanda (2019a, September 08). From glass half full to glass overflowing. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/the-future-of-privacy-centric-advertising-measurement