Marketing

MTA pioneer Jeff Greenfield argues that Multi-Touch Attribution (MTA) has evolved rather than becoming obsolete. MTA addresses the complexity of the digital marketing landscape, offering granular insights into customer journeys.

If you are a business owner or a high-ranking executive seeking to optimize their marketing investments, understanding the key differences between marketing mix modeling (MMM), media mix modeling (MMM), Attribution Modeling (AM) can provide valuable insights.

Moving the human race forward. That has been a mission of Apple since it was founded. When it comes to marketing, there is very little which is invented. Just as Mick Jagger of the Stones so poignantly summarized, “There is no future in rock ‘n roll music, it is all only recycled past.”

Is a brand name important?Pictured: Would Ingvar Kampard Elmtaryol Agunnaryd have been as strong a name as Ikea? Having worked on numerous brand naming projects over the years, Niall Corcoran understands the potential pitfalls around choosing a name, as well as the advantages that picking the right one can bring. Here, he shares some of his key tips on naming brands and companies. “Whatever brand name we choose doesn’t really matter as the brand, in time, will be defined by the service we deliver”. This was a quote from a senior executive in an organisation whose brand we worked on recently. In some respects he is right. A brand like…

Quinn Healthcare rebranding to Laya Healthcare Quinn Healthcare said today that the company is set to be renamed Laya Healthcare. The company, which underwent a management buyout last December, said the name is derived from its promise to its members – “looking after you always”. It said it is currently in the process of transitioning to the new brand. “As from today, May 1st, our new underwriter is Elips Insurance Limited, a wholly owned subsidary of SwissRe,” said Dónal Clancy, managing director. “There will be no operational impact on members during the transition period, it’s very much business as usual. “Quinn Healthcare continues to sell and renew policies and pay…

The Setanta team at the launch of the new HD channel Setanta Ireland is set to become the first Irish channel to broadcast in high definition when it launches Setenta HD tomorrow (Saturday 27 November). The channel’s first day of live HD content will include Man United v Blackburn at 3pm, the second round of the FA Cup, Wales v New Zealand in international rugby and Juventus v Fiorentina. Setanta HD launches exclusively on UPC’s HD service and will be available from Saturday on UPC channel 412. “We announced in September that we would commence broadcasting in HD by Jan 2011, and with the help of UPC we are delighted to be…

beIN Media Group to acquire Setanta Sports Australia beIN Media Group, the global media conglomerate, is in the final stages of acquiring Setanta Sports Australia , the international sports channel owned by Dublin-based Danu Investment Partners. Setanta Australia broadcasts a wide range of international football and rugby union, including such competitions as the German Bundesliga, Uefa Europa League and RBS Six Nations. The acquisition is subject to approval by Australia’s Foreign Investment Review Board. “We are very happy to take our brand to yet another admirable market. Australians are very passionate about sports and we are proud to fulfil this passion and provide them with a unique experience,” said Yousef Al-Obaidli, deputy CEO, beIN Media Group.…

Marketing budgets in the UK were revised down in the fourth quarter of 2010 amid uncertainty around the economic recovery, according to the latest IPA/BDO Bellwether survey, which was published today. Twenty-two percent of companies reported a downward revision compared with 17pc reporting an increase. The resulting net balance of -5.4pc was a one-year low.  This follows a marginal upgrade in Q3 of 0.5pc and, according to the IPA, points to a loss of economic growth momentum in the final quarter of the year. Business confidence was also down with marketing executives indicating that the financial prospects for their own companies dipped to the lowest in six quarters, and for…

Irish mobile phone marketing business Brandtone has raised almost €10m in backing from investors. Unilever Ventures is one of the backers of the company, which was set up less than two years ago to develop mobile phone marketing systems.