Research

72% of marketers consider data analysis more important than social media skills  [REPORT]

Teenagers beware–mothers are finding new ways to share your baby pictures. Evolving technology is being adopted, consumed and leveraged in different ways by a variety of groups, including the women who serve as backbones for their families.

Veteran direct marketers believed that non-DR TV couldn’t be measured. But that was before advances in digital measurement and data analytics. Thanks to these technologies, behavior can now modeled and predicted in online and offline channels.

As the recent rise in spending on influencer marketing suggests, the methods and sources consumers use to vet products online is undergoing a significant shift.

Demographic targeting (using consumers’ age and gender to make media decisions) continues to be used widely, but advertisers are raising questions about its effectiveness.

Facebook’s latest revelation of miscounted metrics is reported to have agencies in a spin. One top ad agency executive is reported to have said that it is freaking out people because “It’s hard to explain to clients”. But really you have to wonder if clients should be worrying about the minutiae of metrics about individual posts. Perhaps we all need to take a step back and look at the bigger picture.

AHAA: The Voice of Hispanic Marketing (AHAA) has rebranded its Hispanic marketing directory to launch the 2016 Hispanic Market Guide, available for free of charge. This comprehensive digital guide provides a detailed look at Hispanic consumers, Hispanic media, top advertisers and agencies, and features data from Nielsen, Cision, and the U.S. Census.  DOWNLOAD FOR FREE HERE.

With multicultural consumers a significant and growing part of the U.S. population, brands and retailers can not ignore the unique tastes, preferences and traditions of African-American, Hispanics and Asian-Americans both during the holidays and year round.

Nielsen announced an increase in the panel in 48 Portable People Meter (PPM) markets as part of its ongoing efforts to advance audio measurement. Nielsen will boost the effective sample size of the panel by 10% across all markets and demographics starting mid-2017.

When it comes to combining in-store visits and online product research or purchase, Generation Z (ages 18 to 26) leads all other shopper age groups in the US, lending some spark an otherwise flat “omnishopping” environment.

As digital video technology rocks the boat, the hegemony of Nielsen television ratings, GRPs and age/gender demographics is being challenged by splintered metrics for TV platforms ranging from national and local TV to VOD, OTT and programmatic, from linear to mobile and addressable … among others.  What measurement methods and metrics make sense for this new landscape?

Big data’s potential just keeps growing. Taking full advantage means companies must incorporate analytics into their strategic vision and use it to make better, faster decisions.  Is big data all hype?  By Nicolaus Henke, Jacques Bughin, Michael Chui, James Manyika, Tamim Saleh, Bill Wiseman, and Guru Sethupathy

The nature of television and viewership are morphing, but a serious lag in measurement capabilities is impeding marketers’ ability to leverage the new dynamics, says George Musi, SVP, head of analytics and insight at Optimedia.

From conversations on the go to checking in on social media to navigating to destinations near and far, the accessibility of Smartphones has transformed how we live, work, and play.

Since the 1970s, the term “information overload” has captured society’s anxiety about the growth in the production of information having potentially bad consequences for people as they struggle to cope with seemingly constant streams of messages and images. The advent of the internet, it was thought, would only exacerbate this, with the onset of ubiquitous connectivity turning information overload into something even more debilitating.

America’s multicultural landscape is growing, and flavors associated with diverse segments are driving innovation that is not only crossing over to mainstream products in stores, but also across restaurant tables and into alcoholic beverages.  

People who live in rural areas are more likely to own their own homes, live in their state of birth and have served in the military than their urban counterparts, according to the latest data from the U.S. Census Bureau’s American Community Survey.

A study released by Common Sense shows that parents spend more than nine hours (9:22) a day with screen media, the vast majority of that time being spent with personal media (7:43) and only slightly more than 90 minutes devoted to work media.

The study, Making America Rich Again: The Latino Effect on Economic Growth, sponsored by RBC Capital Markets (RBC) and the Latino Donor Collaborative (LDC), and authored by NERA economist Jeffrey Eisenach, shows that Latinos are driving job creation, income growth and new business formation for the country as a whole.

Although drinks of choice differed among generations, consumers from millennials to seniors continue to indulge in beer, wine and spirits products with regular frequency at home and on premise.