What does a future of integrated cross-functional data and less silos hold for the digital marketing analyst?

As more data breaks free from silos and becomes progressively integrated across functional groups, a future where data is highly democratized will change the way many of us work. Disney's Senior Manager of Digital Marketing, Haikal Mohamed, shares his view.

2019-06-11T11:28:33+08:00June 6th, 2019|Analytics, IAB News, IAB Research|

Has Analytics made marketing less effective by making it more efficient?

Has (Digital) Analytics has gotten us into this efficiency bubble? Have we focused too much on what is easy to measure - clicks - instead of what is important? And what can Analytics do to help?

2019-05-31T16:18:28+08:00May 24th, 2019|Analytics, IAB News, IAB Research|

Why last click should be your last choice – #backtothefuture

Do we truly know the true value of our ads? In the face of increasing complexity in today's digital world, marketers often fall back onto last click attribution models. The good news is that there are superior ways to understand the true value and effectiveness of ads to ensure that credit is given when it is due and ensuring a sound media strategy.

Building a Michelin-starred Data and Analytics Team

IAB SEA+India's Analytics Committee outlines some of the more common roles you will find in today’s Data & Analytics team and the special traits and skills you should be looking out for when building out your team.

2019-02-20T15:41:10+08:00January 30th, 2019|Analytics, IAB News, IAB Research|

Measurement: Balancing Short Term and Long Term Objectives is a Fine Art

IAB’s Analytics Committee introduces agnostic guidelines and frameworks exploring further sophisticated approaches for short and long term measurement.

2019-01-31T19:26:13+08:00November 20th, 2018|Analytics, IAB News, IAB Research|

Connecting the Dots: Guidelines for marketers to strengthen measurement frameworks

Across all verticals, marketers continue to face huge challenges in relating campaign activities and results to marketing and consequently business outcomes. This is driven in [...]

2019-01-31T19:26:19+08:00July 24th, 2017|Analytics, IAB Research, IAB White Papers, White Papers|


Despite high internet penetration and mobile phone usage in the region, businesses have yet to capitalise on this opportunity. A report from the Interactive Advertising [...]

2019-01-31T19:26:21+08:00April 10th, 2017|Analytics, IAB Research, IAB White Papers, White Papers|


In Singapore and around the world, all eyes are moving from television to digital video – and advertising budgets are following suit. For brands in [...]

2019-01-31T19:26:24+08:00April 10th, 2017|Analytics, IAB Research, IAB White Papers, White Papers|