From Marketing Mix to Marketing Effect Modelling
With the end ofcookies looming on the horizon, companies are searching for news ways to measure marketing effectiveness and to strenghten their brand.
What We Can Learn from China’s Digital Economy
Why marketers should keep a close eye on the Chinese advertising industry.
Measuring Creativity: Is There a Better Way?
Measuring creativity is a tricky business. Yet there's no way around it for marketers. Can new technologies can make their lives easier?
The Real, Much-Overlooked Value of Data for Marketing
Why do marketing departments often fail to generate any real business value from data?
The Man Who Invented Big Data Analytics
The story of the 19th century data pioneer Matthew Fontaine Maury in pictures.
From Big to Smart Data
Marketers need to adapt fast to the new reality of data-centered approaches, as the success of their qualitative ideas can only be measured through data – today better so than ever before.
Market Research is Dead
The market research industry has so far used Big Data as a buzzword only, not as a wake-up call. A grave mistake.
The 12 Myths of Marketing in China
A veil of misconceptions and misunderstandings surrounds the world’s most populous state. Here is what Western marketers should be aware of.
6 Misconceptions about Digital Customer Journeys
These persistent but false notions deceive companies and businesses alike.
Why We Need Data-Driven Creatives
The insights, not the quantity is what makes big data interesting. A rare but necessary breed of creatives are able to transform these insights into ideas with relevance and impact.