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Research papers

Cross media optimization

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Author: Rex Briggs
June 16, 2004

Research papers

The collective brain

This paper defines the concept of 'the collective' and through a case study, illustrates the leading companies that are implementing it, highlights the implications to research firms and offers strategies for competing in this new landscape. The...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Rex Briggs
September 15, 2010

Research papers

Measuring advertising on the web

This paper is an executive summary of the Online Advertising Effectiveness Study which the Internet Advertising Bureau commissioned MBinteractive to conduct. The study was designed to help value the advertising impact of online communications since...

Catalogue: The Worldwide Internet Seminar 1998
Author: Rex Briggs
Company: KANTAR TNS Malaysia
June 15, 1998

Research papers

Beyond data gathering

The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Laurent Florès, Rex Briggs
September 23, 2001

Research papers

How internet advertising works

The rapid increase in the number of people who can and do access the Internet, has resulted in similarly strong increases in the amount of money spent for online advertising. This increase in spending makes it more and more important that the...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Authors: Rex Briggs, Horst Stipp
June 15, 2000

Research papers

How Internet advertising works

This presentation reviews research on the impact of different forms of online advertising presents the authors’ analysis of the findings and suggests directions for future research. The main conclusions are first that advertising on the...

Catalogue: ESOMAR Net Effects 1999
Authors: Horst Stipp, Rex Briggs
Company: KANTAR TNS Malaysia
June 15, 1999

Webinars

The (still) unfulfilled promise of secondary data

For some time now, market researchers have realized that the volume of behavioral and attitudinal data now being generated, literally on an hourly basis, has the potential to fundamentally change how we help our clients better understand their...

Catalogue: Webinars 2020
Authors: Reg Baker, Rex Briggs, Sara Jordan
September 9, 2020

Research papers

Cross-media measurement

The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combination of best practice research techniques. The...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Rex Briggs
June 12, 2002