Marketing research and insights news and information. This issue's keywords: mobile wallets; location data quality; mobile advertising; EEGs; ethical companies

Data shows that once loyalty cards are linked to consumers’ mobile wallets, most shoppers don’t delete them. According to Boston-based Forrester Research’s mobile wallet report, brands should tie payment options with loyalty programs and discount offers. This provides benefits to the retailer, points out Jack Philbin, CEO of Vibes, Chicago marketing firm, and vice chair of the Mobile Marketing Association's global board. A key factor is personalization, adds Forrester. “Be sure to choose a platform that will allow you to orchestrate your mobile marketing efforts across all channels."

Analysis of data from over one billion ad impressions and 500,000 consumer ad experiences during Q4 2014 showed that location accuracy dropped 7 percent from Q3 2014 to Q4 2014, according to location-based marketing platform Thinknear, Culver City, Calif. The report suggested that the decrease in location data quality might be due to inaccurate apps or to an increase in volume of mobile Web traffic. “The main takeaway here is that the opportunity to leverage location data to reach audiences and drive consumer engagement is fully in place but marketers need to be vigilant with their vendors to ensure the accuracy of that location data,” said Loren Hillberg, president of Thinknear.

Mobile advertising significantly raised advertising campaign ROI, according to a report out of the Mobile Marketing Association (MMA), New York, which analyzed advertising campaigns by AT&T, Coca-Cola, MasterCard and Walmart. In its Smart Mobile Cross Marketing Effectiveness Report (SMoX), the MMA cited Coca-Cola's Gold Peak Tea campaign allocating 5 percent to mobile but having 6 percent of sales due to mobile. The study also reviewed ad content, finding that those with social elements, video or audio resulted in more ROI than a standard mobile display ad. "Now there is real, indisputable proof on the value of mobile to a brand's business goals," said Greg Stuart, CEO, MMA.

Brain activity tracked by EEGs may be an effective way to predict which movies will be commercially successful, according to a study in the Journal of Marketing Research. The study participants, hooked up to EEG machines, viewed 18 movie trailers and, after each trailer, rated the movie and estimated how much they’d pay for its DVD. When all 18 trailers were viewed, the participants ranked the 18 movies in order of preference. The EEG readings were more accurate than the subjects’ verbal ratings in predicting which movies would be top-ranked. The study was conducted by Maarten A. S. Boksem and Ale Smidts of Erasmus University, Rotterdam, Netherlands.

The Ethisphere Institute, a corporate ethics measurement firm, announced its 2015 list of the World's Most Ethical Companies. The latest list includes 132 companies in 50 industries over 21 countries and features 15 nine-time honorees and 11 first-time honorees and marks the first-time appearance of a company based in Colombia. Among others, the list includes: Accenture, GE, Empresa de Desarrollo Urbano, Google Inc., Hennes & Mauritz (H&M), the Hershey Company, illycaffè spa, Kao Corporation, Marks and Spencer, Milliken & Company, National Australia Bank, Natura Cosméticos, PepsiCo, SingTel, the Rezidor Hotel Group, Voya Financial and Wipro Limited. The full list can be found at

These reports were compiled from recent issues of the Daily News Queue, a free e-newsletter digest of marketing research and insights news and information delivered each business morning. Not already in the Queue? Sign up here!