The key to a successful marketing and advertising campaign is developing a strategy that ensures your message resonates with your consumers' mindset. The key to achieving this goal is audience analytics — data that offers invaluable insight into the characteristics of your target market. Adweek delves deeper into the data to provide revealing insight with its Audience Analytics category — a resource section dedicated to providing industry professionals with information on how best to utilize audience analytics for optimal growth.
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A Place For Mom Consolidates Media Without a Review, Naming Horizon Media AOR

The agency sealed the $75-100 million deal with its tech-infused approach.

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Shopper Intelligence Firm Catalina Partners With Horizon Media to Boost Data Offering

This is Catalina's first direct media agency partnership.

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The Streaming Ecosystem Is Changing Everything. Where Do We Go From Here?

The whole industry will be paying attention to see which brands are in the streaming advertiser mix, how creative they get and, most importantly, what the audience impact will be.

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How OMD’s Attention Planning Tool Transforms Campaign Strategy

Tracking consumer attention for optimal media placement.

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As Moviegoers Return, Screenvision Unveils New Ways For Marketers to Reach Them

At upfront, the cinema ad seller rolls out a trailer app, proprietary DMP and live-event offering.

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What Grief Can Teach Us About Marketing and Advertising

When someone is going through grief, the last thing they want to do is struggle to unsubscribe from no-longer-relevant emails.

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How Deep Learning Can Help You Work Smarter, Not Harder

Marketers can free themselves of tedious manual work and scale investment dollars even further.

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With No Third-Party Cookies, Brands Must Prioritize Martech

It's critical for companies to shift to a strategy centered around first-party data, says Bloomberg Media's Chris Marino.

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AB InBev and Dentsu Look for Better Ways to Gauge Consumer Attention

The aim of the brewing giant is to achieve a return proportional to its investment.

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The Grand Reopening of the U.S. Economy Will Happen, Plan for It

I love defaulting to optimism – even in the darkest of times. It’s been part of my survival mechanism through all sorts of crises. That being said, we are in [...]

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3 Ways B2B Publishers Can Turn Data into Dollars

We’ve heard all the buzzwords: predictive analytics, artificial intelligence, machine learning. But have you done everything you can to wrangle data and find the insights that reliably drive revenue? Unfortunately, [...]

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2020 Data Predictions for Publishers

It’s no real surprise that spend on data grew $3 billion in the last year alone. For publishers, capturing, organizing, activating, and analyzing data helps them develop deeper relationships with [...]

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Stop Expecting Data Scientists to Be Magical: Analytics Is a Team Sport

Many organizations put unreasonable expectations on data scientists. Their job descriptions and requirements are often at a super-human level. “They” say — and who are they? — that modern-day data [...]

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How to Use Sentiment Analysis to Transform Your Digital Marketing Strategy

Sentiment analysis is a fascinating concept. Brands use it to better understand customer reactions, behaviors, and opinions toward their products, services, reputation, and more. The goal of sentiment analysis is [...]

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Getting More from Google Analytics: 3 Tips for Editors

Over the last year or so, I’ve had the chance to run several editorial training sessions with B2B media players. In these sessions, the number-one question I get from content [...]