Not long ago, the sales funnel was thought to be simple. In this view, the first step was for
marketers to use television advertising, print, and/or direct mail to • create awareness of a …

… 1 Gian Fulgoni, co-founder and chairman emeritus of comScore, Inc.(and JAR columnist)
was one of the 2015 Warc judges. 2 In the pages that follow, Fulgoni shares the insights he …

… Gian M. Fulgoni is cofounder and chairman emeritus of comScore, Inc. Before his career
at … Fulgoni over the years has overseen the development of many innovative technological …

Online advertising spending in the United States exceeds $20 billion annually. However,
click rates on display advertisements average only 0.1 percent. Are low click rates evidence …

Digital Meets Offline WOM is more than just digital. On average, WOM drives 13 percent of
consumer sales—two-thirds of which derives from activity offline and one-third online. 1 Other …

THe RISe Of DIGITAL WORD Of MOUTH There is no more powerful way of communicating
information, including marketing messages, than from person to person. Word-of-mouth …

… Here, she joins her colleagues, Andrew Lipsman and JAR columnist Gian Fulgoni, describing
the combined use of data analytics, creative messaging, and social media in the 2012 and …

… Gian M. Fulgoni is cofounder and chairman emeritus of comScore, Inc. Previously he was
president/ceo of … Fulgoni is a regular contributor to the Journal of Advertising Research. …

Although mobile still is not a significant channel in driving actual purchases, its impact is
further reaching than many realize. Data from Deloitte forecast that in 2016, mobile will have …

The ANA study reported that bots are able to fool many of the more simplistic detection and
prevention systems, especially list-based prevention technologies used in the programmatic …