Uncommon Sense: How Do You Measure Reputation?
Today, a company’s reputation is increasingly recognized as a business asset that is central to maintaining and growing business value. Despite this recognition, however, corporate competencies around reputation measurement often lag. So “How do you measure corporate reputation?”
Uncommon Sense: Making Measurement Work for Programmatic Ad Buying
The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad...
Uncommon Sense: Let Your Customers Tell You What They Want to Talk About
Marketing works best when it’s not trying to sell. But if you can’t talk about what you have to sell, but a sale is what you want, what exactly do you talk about with clients and potential clients?
Uncommon Sense: Will There Be an Advertising Singularity?
In 1993, Vernor Vinge, a retired professor of mathematics, computer scientist and award-winning science fiction author, argued that the creation of superhuman artificial intelligence would mark the point at which “the human era will be ended.” This idea, associated in popular thinking...
Scoring a Holiday Touchdown
Marketers who can connect with sports fans have a captive audience. That’s because sports fans are connected and passionate when they’re engaged. And for sports like football, which compete with the holiday shopping season for attention, it’s crucial to deliver the right message in the right...
What’s Next: Getting Started with Mobile—What Marketers Need to Know
Mobile is a new medium, and many of the measures that brand marketers use to guide their investments aren’t present or mature yet in mobile. This makes mobile a different animal altogether, which means it’s critical that marketers resist the temptation to simply measure what’s easy to measure.
Case Study: Giving Moms a Refresher
A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market. So as it prepared to launch its Starbucks Refreshers, Starbucks teamed up with SheKnows.com in order to connect with an ideal audience for its launch.
What's Next: Using Single-Source Data to Drive Precise, Profitable Marketing
The demand to measure the return on investment (ROI) for marketing spending accurately has never been greater. Media channels continue to proliferate, and advertisers are being forced to sharpen their focus among an increasing number of options drawing from budgets already under pressure. Big data...
Reports and Insights | Global Trust in Advertising and Brand Messages | Nielsen
The voice of fellow consumers continues to be strongly heard when it comes to the most trusted forms of advertising. Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of...