Because we cannot yet map identity across all devices and online to offline, we must use hybrid data models, combining market mix models with multi-touch attribution to enhance advertising efforts. Three case studies illustrate the learning that can result. One example: a retailer was able to deliver different ads to different customers at different times of the year. Raising advertising ROI by 26%.
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Addressable consumer profiles across media. Actionable data. Connected technology. LiveRamp and RAPP offer suggestions on how to leverage these inputs, using signals from a range of sources including location, transactional and online behavioral data to create more robust consumer/customer profiles and segments that lead to better outcomes.
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The author has conducted survey research among banking customers to measure the importance of several banking features and services as well as the degree to which those customers feel like they are getting those services from their current bank. Then the author asks the banking customers the degree to which they would accept similar services from a digital associate.
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Nielsen Catalina Solutions (NCS) pioneered Cognitive Analytic techniques to make the traditional single-source ad testing analysis even more powerful. Adding variables such as purchase behavior, ad exposure, or timing of visit, NCS improved the precision of their analysis to detect even smaller sales lifts due to TV advertising.
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