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analytics

Why AI cannot yet solve advertising’s measurement puzzle
ai analytics data measurement By Matthew Keegan

While AI transforms much of advertising, fragmented data ecosystems mean measurement still demands a hybrid of technology and human judgement.

Golin’s Jonny Bentwood on why PR won’t move forward if it keeps measuring backwards
analytics earned media golin jonny bentwood measurement pr By Rahat Kapur

With pressure mounting on CMOs to maximise the value of every channel, Golin’s global analytics lead argues that PR must stop proving its worth after campaigns end—and start using data to guide what gets made in the first place.

Google adds new asset testing to PMax to improve campaign performance
adtech ai analytics google performance marketing pmax By Reem Makari

The tech giant has also launched other creative capabilities that can help advertisers better target audiences through AI recommendations and testing.

Burson names global digital and intelligence leadership team
analytics burson data digital intelligence wpp By Siobhan Holt

Amongst a slew of other appointments, Joe Peng will take on the role of APAC and greater China head of digital and intelligence.

Can we trust ChatGPT as an analytics tool?
analytics artificial intelligence chatgpt generative ai By Samuel Burr

A year on from a rather disappointing test, can a reinvigorated ChatGPT win back credentials as an analytics tool—and can we trust it with our data?

A new era of ads analytics? How Media Mix Modeling is reshaping strategies in the cookie-less world
adtech analytics By Shawn Lim

Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps.

Merkle launches AI-powered Google Technology Practice
advertising ai analytics Dentsu google measurement merkle technology By Coral Cripps

The practice will also see the launch of Accelerator, a technology built into the Google ecosystem.

Spotify launches ad analytics service for advertisers
analytics measurement spotify By Coral Cripps

Launching today (13 June), the set of ad tools will be available in the UK and 10 other countries.

Brands that won’t adapt to cookie regulations are going to lag in two years: Merkle analytics chief
analytics cookies merkle By Eularie Saldanha

Shirli Zelcer, global head of analytics and tech tells Campaign India about Merkle's transition post-acquisition by Dentsu, the evolving role of AI, its usage and more.

The future of measurement is here — but don’t expect a silver bullet
analytics google kpis By Karen Stocks

Google's VP of global measurment solutions says marketers are mistaken to think there will be a one-stop-shop solution to replace third-party cookies.

Weber Shandwick hires Ridhi Malhotra as global head of analytics and intelligence
analytics publicis media By Aleda Stam

Malhotra's background at Publicis Media will help evolve the firm's global analytics and intelligence unit, the IPG firm says.

Private-equity funds boosted M&A deal-making in 2021: Ciesco
analytics data Dentsu digital ecommerce global ma wpp By Rahul Sachitanand

EXCLUSIVE: These funds accounted for 45% of all deals made in the year, as activity from holding groups and consultancies was muted, according to this advisory's data.

How data analytics helped Nissan boost test drive outreach in Asia-Pacific
analytics data google nissan By Vasily Popravko

By dropping data silos and cross-analysing, new patterns emerged helping Nissan serve up more relevant suggestions to potential car buyers.

Global marketing and tech M&A fell 19% by volume and 50% by value in 2020: Ciesco
analytics data Dentsu digital ecommerce global ma wpp By Rahul Sachitanand

Holding networks closed only 15 deals in the year, a 42% decline from 2019's total of 26.

Omnicom launches omniearnedID analytics platform
analytics communications media pr By Aleda Stam

It’s designed to validate the impact of earned media on brand sales.

Tiger Analytics: The 'time is ripe' for advanced analytics in APAC
analytics data

The Silicon Valley firm has recently expanded into Asia-Pacific to take advantage of a growing demand for data capabilities.

Media OutReach to measure press release pick-up rates
analytics measurement pr

Newswire hopes the tool will help PR firms establish a more targeted distribution strategy.

Do you need a data scientist?
ai analytics By Charles Ng

As brands evolve to become more sophisticated with their data, there is increasing pressure to add data scientists to their teams. But not every marketer may need to rush to hire.

Unilever calls on brands to join pioneering cross-media measurement initiative
analytics google kantar measurement nielsen unilever By Simon Gwynn

Partners include Facebook, Google, Kantar and Nielsen.

Of India, analytics & closer collaboration through data
analytics data media pr weber shandwick By Karan Bhandari

India boasts a complex communications landscape like no other. But data analytics can still play a critical role in cutting through clutter and enabling better work, says Weber Shandwick's EVP of integrated media strategy.