Month: December 2023

Privacy concerns and the potential for geofence warrants prompted Google to work on storing Maps users’ location history data on the device rather than in the cloud – a change that will make it more
difficult for anyone, including law enforcement, to access the data.

Top-performing retailers participating in a survey from Coveo and RSR Research said 59% of customers only log into websites one-quarter of the time while shopping.

At the Museum of Arts and Design, the Canadian artist proves to be a keen storyteller through ceramics, videos and even an animatronic puppeteer.

The elements at the root of the global economy, the tragedy of Benedict Arnold, an Andy Warhol mystery and more.

From sitcoms with laugh tracks to a Christmas tree lighting ceremony from the White House, network TV continues to do it the old-fashioned way.

The nonprofit Internet Archive on Friday urged a federal appellate court to rule that digitizing books and then lending one ebook at a time online doesn’t infringe copyright.

The disclosure, part of a document sent to Ascential shareholders, states it’s unaware of any pending legal action, but Flywheel has faced a federal and state suit from Compass Marketing.

The factors influencing sales in the digital marketplace represent an intricate tapestry extending far beyond traditional advertising. In a multifaceted environment, where any event, development and trend can affect sales, advertisers must employ a sophisticated approach to understand and attribute these myriad influences. 

At the heart of this challenge lies marketing mix modeling (MMM), a powerful tool bringing clarity to the often chaotic and interconnected world of sales drivers.
In this Q&A, the Custom in-house agency at Digiday spoke with Gary Danks, general manager of AIM by Kochava, about often-overlooked factors driving sales and how advertisers can use MMM tools to quantify the elements likely to shape consumer behavior and affect sales. 

What are the common factors influencing the purchase journey?

Gary Danks: While advertising is a crucial sales driver, it’s far from the only one. The idea that a consumer will spontaneously download an app and make a sale is increasingly obsolete. Such an oversimplified view fails to acknowledge the complex web of elements that work in tandem with advertising to influence consumer behavior. Consider the impact of seasonal effects such as weather or one-off events like sporting events or even a Taylor Swift concert. These factors often work subtly, shaping consumer mood and behavior in ways that are not immediately apparent. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.