AttentionX brings instant attention predictions to one of the largest creative databases in market. Mars is the first global advertiser to pilot integrated solution for creative effectiveness at scale. 

Building on our initial report in the CMO playbook series, we release this second installment in the Capgemini Research Institute’s CMO playbook series, Generative AI and the evolving role of marketing: A CMO’s playbook.

Market segmentation has never been so important in creating engaging brand experiences. Understanding the difference in psychographics vs demographics vs behavioral segmentation is a crucial piece of this puzzle.

The benefits of becoming more data-driven in your marketing are widely documented. Businesses that put data at the heart of their decision-making consistently outperform their competition in terms of customer acquisition and retention.

Most marketers today say they realize that brand marketing and performance marketing can’t operate in silos. But, in practice, too many of them seem hooked on the instant gratification of performance marketing, despite mounds of academic research and brand testimonials suggesting the returns can be misleading.

Cookies have helped marketers understand more about what their customers are interested in and in the market for.

Becoming a data-driven organization starts by ensuring there's a centralized, standardized, and high-quality source of business data. But having good data isn't enough on its own.

Generative AI has become a prominent topic of discussion across every department in businesses around the world.

With many businesses managing more than 10 different marketing channels, trying to effectively optimize cross-channel activity to KPIs can be an overwhelming task.

NIQ, the consumer intelligence company previously part of Nielsen and now combined with GfK, has launched a Global Media Division, which it says is 'designed to enhance the value advertisers derive from their marketing efforts' - and has appointed Lana Busignani to lead it.

In the modern world, convenience is a priority. Customers want seamless journeys where brands offer the right information in the right place at the right time, and anything that introduces friction into the mix can prove fatal to the customer journey.

In the ever-evolving landscape of marketing, Generative AI (Gen AI) tools like ChatGPT have been a hot topic.

In the ever-evolving world of marketing and advertising, businesses faced a growing need to track individual identities across multiple devices as consumer behavior became increasingly fragmented.

Besides the fact that they had to spend ages collecting data from various sources, including actual physical documents, they needed to be highly technical and experienced in various coding languages to be able to do their jobs.

Data science has always been a powerful and fascinating discipline for anyone working in media, but it’s about to get a whole lot more interesting.

Is budget planning and proving marketing’s value an intimidating scenario? You’re not alone.