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Videos

The End of Dinosaur Advertising: Measuring Brand Effects Today

Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales.In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis canbe improved to incorporate long-term media...

Catalogue: Congress 2022: 75th Anniversary
Author:
September 23, 2022
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Citation

(2022a, September 23). The End of Dinosaur Advertising: Measuring Brand Effects Today. ANA - ESOMAR. Retrieved November 28, 2023, from


https://ana.esomar.org/documents/the-end-of-dinosaur-advertising-measuring-brand-effects-today-11939


Videos

The road to happiness (Portuguese)

A brand in crisis. A cut-throat category. No money to spend. How do you rebuild a brand after it has made headlines for all the wrong reasons? Oi used emotion and smart research to wipe out marketing waste and begin the climb back to happiness.

Catalogue: Latin America 2019
Authors: Celia Nishio, Juliana Romano
Company: System1 Research Ltd
April 8, 2019
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Citation

Nishio and Romano (2019a, April 08). The road to happiness (Portuguese). ANA - ESOMAR. Retrieved November 28, 2023, from


https://ana.esomar.org/documents/the-road-to-happiness-portuguese-


Videos

Tell me who your friends are, I will tell you who you are

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.

Catalogue: Congress 2018
Author: Laurent Florès
September 23, 2018
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Citation

Florès, L. (2018a, September 23). Tell me who your friends are, I will tell you who you are. ANA - ESOMAR. Retrieved November 28, 2023, from


https://ana.esomar.org/documents/tell-me-who-your-friends-are-i-will-tell-you-who-you-are