Agency

Big data is transforming the way marketers work, but with so much consumer data available today the real challenge is how to mine it. While new data sources like search and social media can enhance the understanding of consumer behavior, marketers need reliable and consistent metrics to make good decisions.  By Sarah Walker / Global Lead, Digital Behavior Analytics – Millward Brown

It’s hard to ignore the siren call to protect the planet. Or to remain unmoved by those facing increasingly poor living conditions across the globe.  As a result, many consumers have adopted more sustainable behaviors. Others are working for or supporting organizations dedicated to social and environmental change.

Requests for Proposals have enjoyed a long tenure as one of the most important — if inefficient and cumbersome — aspects of communications planning. But as cross-channel initiatives become more complex, as they move increasingly toward harnessing behavioral nuances and orchestrating intricate experiences such as “micro-moments,” these antiquated systems of gathering and using critical information are increasingly inhibiting.

Once again the editors at PM360 have selected XL ALLIANCE as one of the Outstanding Innovators of 2015.This accolade hand-picks the most forward-thinking innovators and the innovations destined to impact the marketplace in 2016.

There are only 10 days left in 2015 and it feels like there really haven’t been that many Top 10 lists out there, so here’s a special Marketing:Sports version.

In light of dramatic changes in the consumer landscape, how can retail and packaged-goods executives prepare for the future?  by Richard Benson-Armer, Steve Noble, and Alexander Thiel

Parents’ view of their neighborhood differs sharply by income. 

What is the current state of healthcare in America? Is it getting better, staying the same, or getting worse?

There are few universal truths when examining industry advertising spending in 20 global markets.

Simply put, we’re living in the ‘age of now’. The proliferation of smartphone technology has made us accustomed to always-on connectivity.

Sprint announced that Roger Solé is appointed chief marketing officer, effective immediately.

Univision Communications Inc. and Grupo Televisa, S.A.B. y announced plans to expand upon their existing programs to provide more opportunities for Latinos in the U.S. media and technology sectors in 2016.

A group of employees of Commonground/MGS under the leadership of Jorge Espinosa filed in South Florida Federal District Court a lawsuit against PCH Communications, (aka) Commonground/MGS.

The McClatchy Company is launching InCubaToday.com and EnCubaHoy.com, websites featuring aggregated news and information from numerous sources, comprising useful tips, advice, videos and social media posts from Cuba, the U.S. and around the world.

Multicultural segments progressed in 2015 to culminate in a record Holiday season, most likely the highest expenditure Holiday season by Hispanics, African Americans and Asian Americans ever.

Marketers are ramping up their technology investments to better understand consumer needs and behaviors.

I’m referring to the explosion of wicked problems:  complex, dynamic problems that defy black-and-white solutions. These are questions that can’t be answered by yes or no — the answer always seems to be maybe.  There is no linear path to solve them. You just keep going in loops, hopefully getting closer to an answer but never quite arriving at one. Usually, the optimal solution to a wicked problem is “good enough – for now.”

Here are a couple of good things that would benefit our Industry in 2016, obviously from my perspective.  By Gene Bryan / CEO of HispanicAd.com

Global spending on media is forecast to rise at a compound annual rate of 5.1 percent during the next five years—to $2.1 trillion in 2019, from $1.6 trillion in 2014. Yet this growth actually reflects a general slowdown, according to our study of consumer- and ad-spending data in every global media and entertainment sector.  by Moinak Bagchi, Sonja Murdoch, and Jay Scanlan

Many digital advancements will be made in 2016, from the rise of mobile messaging apps to mobile commerce finally gaining some mojo. Here are eMarketer’s predictions for what will happen next year.