context

Don’t misinterpret the data: Evidence-based advertising needs experience-based context

“That sounds like a great idea, but what does the data tell us?” In recent years, the principle of evidence-based advertising has taken hold of the industry, bringing the tension between advertising as a science and an art to the foreground. For some, like Professor of Marketing Science Byron Sharp, the answer is clear: in …

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New approaches to brand equity research: Understanding how context influences brand perceptions

New approaches to brand equity research: Understanding how context influences brand perceptions

Reading time: 4 mins How does the rise of promiscuous decision making affect the way we approach consumer insights? New proprietary research has uncovered variances in shopping behavior that are directly linked to brand category, spelling dramatic consequences for brand equity research. This suggests that there is power in moving away from brand-focused to consumer …

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Google is improving 10 percent of searches by understanding language context

Google is currently rolling out a change to its core search algorithm that it says could change the rankings of results for as many as one in ten queries. It’s based on cutting-edge natural language processing (NLP) techniques developed by Google researchers and applied to its search product over the course of the past 10 …

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Exploring The Context Marketing Revolution with Mathew Sweezey, Salesforce

October 8th, 2019 podcast SMW Staff This week’s episode of Social Media Week’s Leads2Scale podcast features Mathew Sweezey, Principal of Marketing Insights at Salesforce and author of the forthcoming book, Context Marketing Revolution. During the conversation Mathew discussed: The trajectory of his career that led to his current role at Salesforce. Why he describes the …

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College Board Ditches ‘Adversity Score’ and Revamps Effort to Give Context to SAT Scores

Leaders of the College Board, which operates the SAT, wants a retest of its effort to help admissions officials understand the relative privilege of test takers. Last year the nonprofit began piloting what it called the Environmental Context Dashboard, a system that assigned a score of 1 to 100 to every student who took the …

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Content may be king, but context is queen

“Content is King-er” concluded a leading media industry prognosticator in the keynote address at the recent Media Insights and Engagement Conference, after he took the audience through a whirlwind tour of the changes in the ecosystem over the past year. He was doubling down on the oft-made claim that content is king with a purposeful …

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The Consumer in Context: Understanding Mindsets in Any Setting

In the age of smartphones and tablets, home is where your device is. The average consumer spends upwards of three hours a day on their smartphone,so browsing, shopping and satisfying retail needs from wherever they may be is the new norm. Consumers are scrolling and tapping while they’re out, from the comfort of their sofas and …

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