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Research papers

A New Framework for Interpreting Repurchasing Behaviour

Understanding the purchase journey is one of the most important and popular research topics in modern marketing research. The funnel model, which describes a consumer's purchase process by breaking it down into critical stages, has been the dominant...

Catalogue: Asia Pacific 2023 - Innovation
Author: Yongtae Park
Company: Google
November 22, 2023
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Citation

Park, Y. (2023a, November 22). A New Framework for Interpreting Repurchasing Behaviour . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-framework-for-interpreting-repurchasing-behaviour-


Research papers

The Future of Privacy-Centric Advertising Measurement

In this paper, we introduce a privacy-centric advertising measurement framework to demonstrate howmeasurement can help businesses grow in the era of privacy restrictions. The COVID-19 pandemic hascaused big changes in the global economy (the biggest...

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 April 27, 2024, from


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


Research papers

Passive measurement: Path to purchase

Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia
Companies: Google, Nielsen
November 2, 2020
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Citation

Saigal et al. (2020a, November 02). Passive measurement: Path to purchase. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/passive-measurement-path-to-purchase


Research papers

Designing innovations differently in the digital environment

There is an interesting management quote: Do not expect the output to change if the inputs remain the same. This is true for organisational transformation as well as transformation of the insights and analytics industry. This paper examines this...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Charu Mullick, Krishnendu Dutta, Deepti Chandna, Aftab Kaushik, Disha Wanchoo, Rashmi Lohkna
Companies: IPSOS, Quantum Consumer Solutions Pvt Ltd, Google
November 2, 2020
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Citation

Mullick et al. (2020a, November 02). Designing innovations differently in the digital environment. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/designing-innovations-differently-in-the-digital-environment


Research papers

Driving consumers' brand perception and engagement

Bad ads create bad experiences for consumers and negatively impact your brand. It is critical to know what creative element or pattern can help drive brand performance and direct response. However, creative A/B tests or lab tests with facial...

Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Minh Nguyen, Tomoya Naohara, Kosuke Yoshida
Companies: Google, INTAGE HOLDINGS Inc.
November 2, 2020
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Citation

Nguyen, Naohara and Yoshida (2020a, November 02). Driving consumers' brand perception and engagement. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/driving-consumers-brand-perception-and-engagement


Research papers

From accountability to incrementality

Stop! Is your methodology biased? Ad measurement provides 'Accountability' (to prove that ads work), however, we argue that measurement should produce 'Incrementality' (help businesses grow with ads). To measure true ad effectiveness -...

Catalogue: Insights Festival 2020
Author: Minh Nguyen
Company: Google
September 15, 2020
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Citation

Nguyen, M. (2020a, September 15). From accountability to incrementality. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/from-accountability-to-incrementality-11580


Research papers

New ways of measuring success

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}For the first time in the history of the Spanish TV ecosystem, it is possible to measure and understand the holistic viewing behaviour of a TV Show across all platforms with the use...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Ignacio Gómez, Ricardo Torres, Ignacio de la Iglesia, Pablo Pérez
Companies: Netquest, The Cocktail Analysis, Google, RTVE (Corporación de Radio y Televisión Española)
September 8, 2019
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Citation

Gómez, Torres, de la Iglesia and Pérez (2019a, September 08). New ways of measuring success. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/new-ways-of-measuring-success


Research papers

Internet Saathi: Building a digital India for all

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 10.0px Helvetica}A study by Kantar TNS (2017) found that female Internet users in India are prevented from accessing the Internet due to affordability, lack of knowledge, lack of device ownership, and a...

Catalogue: Asia Pacific 2019
Authors: Matthew Beal, Ashley Woods
Companies: Google, Kantar
May 22, 2019
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Citation

Beal and Woods (2019a, May 22). Internet Saathi: Building a digital India for all. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/internet-saathi-building-a-digital-india-for-all