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Research papers

Enhancing an Advertising Space with a Single-Source View of its Audience

Measuring consumers? responses to advertising stimuli was a foundational demand for the industry. Since the very first days of the commercial use of radio and TV spaces, advertisers have commissioned researchers to find out if their targets were...

Catalogue: Latin America 2023
Authors: Ben Boix, Daniela Martinez, Alejandro Etchart
Company: A+E Networks Latin America
April 24, 2023

Research papers

Moving Perceptions = More Revenue

How many times have you wondered whether you are pushing the right perception for an advertisingcampaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficultto answer and even more difficult to tie to actual...

Catalogue: Congress 2022: 75th Anniversary
Authors: Caroline Iurillo, Megan Lau
Company: Microsoft
September 23, 2022

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

Research papers

Finding the 80% rotten apples in your innovation pipeline

"I fully trust the predictions of product pre-testing. It is well-invested money!"In a nutshell, that's the change in perception among CEOs which would delight us.Imagine if you could test products before placing them in your sales channels in such a...

Catalogue: Insights Festival 2020
Authors: Alexander Falser, Lukas Waidelich, Marco Walter
Companies: Tchibo, Cauliflower
September 15, 2020

Research papers

Seed audiences: 'From not knowing you to tapping into millions like you'

Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional...

Catalogue: Insights Festival 2020
Authors: Abhinav Mohan, Mario Dughi, Souvik Roy, Utsav Mamoria
Companies: Unilever, InMobi
September 15, 2020

Research papers

From glass half full to glass overflowing

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}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...

Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Robert Graves, Bernard Brenner, Akaash Nanda
Company: Microsoft
September 8, 2019

Research papers

Optimising ROI on social media

Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a...

Catalogue: Asia Pacific 2019
Author: Colin Ingram
Company: Kantar
May 22, 2019

Research papers

True ROI of influencers

In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the...

Catalogue: Congress 2018
Authors: Thomas Gruber, Bengül Robillard
Company: respondi
September 23, 2018

Research papers

MetLife insights engine

This paper is about MetLife's journey to use activated marketing and business insights as a source of differentiation and the knowledge management platform and process that drives it. MetLife's knowledge management platform, the Insight Engine, is...

Catalogue: Latin America 2018: Market Intelligence Festival for Latin America
Authors: Carolina Erlich, Flynt Tuller
Company: MetLife Inc.
March 22, 2018