Faced with an abundance of media data,some brands are shifting focus from third-party to real-time first-party data while others are opting to amalgamate sources into a single view. Whatever option they choose, the data has to be reliable.
This column’s theme is ‘the year in data’: I’ve chosen three pieces of data that sum up where marketing, as an industry, is at the end of 2014. They cover the core themes that have made headlines this year: programmatic, ad spending and social media.
In association with: World Federation of Advertisers
Roel de Vries, global head of marketing, communications and brand strategy at Nissan Motor Company, says in the second of our columns with the World Federation of Advertisers that in an industry where everything is quantified, emotion in marketing is vital.
The cinema industry has seen a decline in audiences and revenues but its fortunes could be turned around with dynamic pricing, better-targeted deals and technology innovations, according to a new study by Mintel.
In the latest instalment in our video series exploring new technology, Marketing Week looks at how and why brands are using artificial intelligence to calculate the return on investment on sports sponsorship.