Posts Tagged ‘media

Focus On: Marketing Analytics

by   |   January 28, 2014   |   Leave a comment

Listen to Dennis Dunlap, the outgoing CEO of the American Marketing Association, list key developments affecting CMOs and their teams in recent years, and notice how many involve data: “The rise of digital marketing. The integration of social media channels. Read More…

Advertising Analytics Grows for Customer Targeting and Campaign Tests

by   |   May 30, 2013   |   Leave a comment

While ad agencies have long employed statisticians, the rise of analytics means clients are demanding ways to measure advertising effectiveness, says Dimitri Maex, an executive at Ogilvy & Mather. In this Q&A, Maex explains how agencies use analytics to better target customers and experiment with ad campaigns and why talent is a key issue for the industry. Read More…