Katie Adams –
Monday, October 26th, 2020
The information used within these platforms is often pulled from a range of existing sources, put together so marketers can see the aspects they need to track in one location.
Marketing teams for some of the worlds most significant brands are leading the charge to utilize COVID-19-specific information analytics platforms for identifying how to utilize their budgets most efficiently during the pandemic, according to an Oct. 25 The Wall Street Journal report.
Mercedes-Benz, which uses the same media agency as Bacardi, utilized the information analytics control panel to much better comprehend consumer habits and economic trends in different areas. Natanael Sijanta, Mercedes-Benzs director of international marketing interactions informed The Wall Street Journal the company sought to answer concerns about consumer mobility, pent-up needs, material intake rates and rate changes.
Hersheys media business provides a platform that uses device discovering to forecast changes in customer needs by using online search information and other readily available datasets. The platform, which uses information across various marketer classifications and 32 countries, tracks data on local COVID-19 infection rates, local federal government restrictions, and financial patterns.
Bacardis media company offered it with a data analytics control panel that collects data from 35 sources across 30 markets to gather insights on advertisement rates, consumption routines, consumer belief, shopping trends, government-imposed COVID-19 limitations and local COVID-19 positivity and death rates. This influenced the business to shift dollars over to marketing efforts for its ready-to-drink cocktails.
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Progressive utilized data from a weekly survey that its advertisement agency conducted, in which 1,000 consumers were addressed questions about their day-to-day practices, attitudes and acquiring habits.
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