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As marketing and advertising begin to rebound, brands need to be smart about their strategies and tactics to reach audiences whose habits and preferences have shifted. There is no more a one-size-fits-all approach for businesses looking to engage with consumers. This year’s Nielsen Annual Marketing Report: Era of Adaptation equips brands—big and small—across various sectors […]
Digital has made the customer journey more complex. With new metrics, platforms and tools, measuring that journey is even more difficult. While digital channels continue to gain ground, the ambivalence isn’t gone. Many of you feel you don’t have the right tools to measure and compare the ROI of your ad campaigns across all the […]
Competition for customers’ attention has never been so relentless, or so complicated. Consumers interact with your brand across a dizzying number of channels, touchpoints and devices. The average person today has four to six connected devices and switches constantly from one to the other. It’s harder than ever to know whether your ads and other […]
Brands face an increasingly competitive environment in which distracted consumers use multiple devices simultaneously. To get the best results, advertisers need to spend every dollar wisely. But figuring out how to do that, and especially for linear television, remains a challenge. In this whitepaper, Nielsen will share the findings and recommendations from an analysis of […]
If you think it’s hard to develop a marketing budget, you’re in good company. Most marketers today must do more with less. Faced with steep competition, B2C marketers need to spend every penny wisely. A Nielsen study found that less than half of respondents (40%) feel very confident in their team’s ability to determine the […]
Advertisers, analysts, agencies and vendors can’t seem to agree on a common understanding of marketing attribution. It’s no surprise that the marketplace has difficulty understanding vendor capabilities and mapping them to their business problems. This whitepaper eliminates confusion and cuts through the hype with a deep dive into three leading measurement approaches. Download Visual IQ’s “Untangling […]
Implementing a cross-channel attribution strategy can seem complex for any business, large or small. But with proper planning and collaboration, multi-touch attribution can have a tremendous impact on performance. Multi-touch attribution shows you the impact of each addressable touchpoint on a conversion and helps you plan and optimize at a granular level. Download this white […]
For marketers, the battleground for customers has never been so competitive, or so complicated. Consumers now interact with your brand across a dizzying number of channels, touchpoints and devices. Marketers must embrace a paradigm shift: They must stop targeting personas and start targeting people. People-based marketing is the ability to identify customers and prospects across […]
“Branding Measurement in Today’s Accountable World: A Tale of Two Marketers” is a research study that explores the various challenges brand marketers face when it comes to quantifying marketing performance. The study, which is based on findings from a survey of over 500 US and UK-based brand marketers, uncovers the relative lack of accountability and […]
In early June eMarketer published its forecast that total online display ad spending will surpass total search marketing spending by 2015. That being the case, marketers and their agencies utilizing either or both of these channels need to quickly learn how they impact each other – and how this knowledge can be converted into optimization […]
Attribution management is one of the hottest topics on the minds of marketers today. As marketers and agencies have more channels and measurable tactics available to them, they are creating more touchpoints with prospective customers than ever before. And consumers have more options than ever — online and offline — as to how they choose […]