While the arsenal of tools available to market researchers has certainly grown over the years, perhaps none has been more insightful than what is referred to as structural equation modeling.
While some brands continue to debate the merits of social media in their marketing mix, others have made tangible strides in measuring these initiatives.
Changes to technology, media and society at large have led the advertising industry into an "adaptive marketing" era, defined by greater interaction with consumers and initiatives tailored to the individual, according to a March 29 report from Forrester Research.
Damon Ragusa, CEO and Founder of Thinkvine, sat down with Contributing Editor Sara Holoubek at ad:tech Chicago last week to discuss the state of marketing mix modeling and why it is important to put the consumer back into the equation.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.