Procter & Gamble Co. is the U.S.'s largest ad spender—and now it's embarking on a major review of how it measures the impact of that $5 billion-plus annual outlay. The move comes only two years after adopting a new system for measuring return on marketing investment and amid investor pressure for the world's biggest advertiser to get more bang for its marketing bucks. P&G CEO Bob McDonald facing investor pressure Two years ago, P&G consolidated marketing-mix-modeling efforts with Nielsen and brought on DemandTec, an IBM company that worked with Nielsen to deliver monthly ROI reports supplementing the annual or quarterly analyses the company used in the past.
3 Ways Agencies Use Market Research to Win in 2013 People often ask us, “So, how is Market Research being used successfully today? …Can you give us any real examples?” Good news. We heard your cries and decided to write a whitepaper with multiple, real-life case studies. To give you a quick glimpse into why this whitepaper is worth your valuable time, let’s take a look at some of the main areas you can use Market Research to win in 2013.
Grey Goose is one of Bacardi's many brands. | Mindshare's Bacardi win in the U.S. comes on the heels of a couple of other significant prizes so far this year.
by MarketingCharts staff Grouping the respondents into 3 broad categories, the survey reveals that a plurality 40% are “traditional marketers,” described as “venturing into predictive modeling on a small scale, but generally lack[ing] the organizational clout and deep, prescriptive insights to effect broad-scale change.” Close behind, 37% of respondents are termed “constrained analysts,” who are either “struggling to move into more prescriptive analytics and modeling,” or whose scope hasn’t moved outside of marketing and sales. Just 23% can be dubbed “marketing scientists,” who are both advanced in their analytical capabilities and possessing a broader scope, thus allowing them to effect greater changes in their organizations. Not surprisingly, traditional marketers lag marketing scientists across several data-driven areas.
In a word – Yes. But like most things, the real answer is ‘it depends’ on a number of factors. As any marketer that has attempted to tackle this challenge knows, measuring the influence digital marketing has on offline conversions is both complex and difficult. However, when done effectively the customer insights gleaned can allow organizations to obtain drastically improved results through more targeted campaigns and media optimizations. One of the things we are asked often is where to start.
stumbleupon The world has been digital for quite some time. The role of technologists in organizations has drastically shifted from the IT guy making sure everyone is connected to the printer to visionaries that are leveraging state-of-the-art platforms to put a brand at the center of a consumer’s experience. Gartner is predicting that by 2017, the CMO will spend more time than the CIO on technology. We’re seeing this already happening with progressive brands shifting budgets towards digital.
You know what they say about too much of a good thing, right? It's ... well ... not good. A glass of milk is a good thing; it's full of calcium and other vitamins that every body needs. But drinking a gallon all at once? Not so much.
Vogue Paris launched online in 2012 in English Sara White Wilson, independent writer in luxury brand communications, examines the nuances of translation when it comes to luxury marketing and media As a luxury consumer, beauty products are my péché mignon (a French phrase meaning ‘weakness’, though I greatly prefer the literal translation: ‘cute sin’).
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Have you ever sat through an interminable PowerPoint presentation about market research data?
If you’re in market research and you haven’t heard of gamification, you’ve got your head in the sand.
Marketers and researchers often use the term ‘consumer’ to describe customers and prospects. We conduct consumer research, and measure consumer awareness of brands.
JAPAN/UK— Japanese marketing services company Dentsu is to buy media buying and digital marketing group Aegis for £3.16bn, including the Aztec scan-data business and the Aevolve marketing effectiveness company. The offer has been recommended by the board of Aegis and is subject to acceptance by shareholders.