Archives for marketing analytics

18 Jan

Council Post: How accurate is Implicit Association Test in analysing consumer behaviour

The field of marketing has benefited immensely from the breakthroughs in behavioural science — an amalgamation of social sciences, psychology, and anthropology. The marketers leverage insights gleaned from customer behaviour and purchasing patterns to design targeted campaigns. Implicit Association Test is a popular behavioural science tool used in marketing. Ideated in 1995, the psychological test […]

29 Nov

Council Post: Emerging Technologies & How They Are Revamping The Marketing Landscape

Neeraj Pratap Marketing

For a long time, India has been a suppliers market. The focus on the customer and their needs are limited, with the market centring around sales and products. But technology is incentivising the market to rethink the business structure and re-build the industry that uses modern marketing techniques to interact with consumers. The Gartner’s CMO…

04 Oct

Tech Behind WebEngage’s Retention Operating System

Debolina Biswas digital marketing

WebEngage offers a marketing automation platform to help marketers store data, provide actionable insights and orchestrate omnichannel campaigns.

30 Sep

Behind Google’s Latest Data-Driven Attribution Model

Debolina Biswas advertisements

In line with the changing privacy landscape, Google has introduced a data-driven attribution model for its ads.

12 Jun

How Integrated Marketing Platforms Embedded With AI/ML Help Companies, Explains Subramanian Gopalaratnam, CTO of Resulticks

Vishal Chawla Marketing

For marketing teams and marketing technology companies, finding and growing valuable customers is the key to constructing a profitable business. Large marketing firms for years have recognised that personalised customer experience and streamlined operations are the big factors for marketing success. Research says organisations which utilise AI for marketing are reaping the benefits of increased…

The post How Integrated Marketing Platforms Embedded With AI/ML Help Companies, Explains Subramanian Gopalaratnam, CTO of Resulticks appeared first on Analytics India Magazine.