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Case StudyHow The Wall Street Journal cut through the generative AI haze with NewtonX insights
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ReportAutomation for Performance: Global overview and marketer’s guide to AI-powered advertising
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ArticleThought leadership isn’t thoughtful without real industry insiders
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ArticleHow CMOs are balancing revenue growth and brand building in 2026
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ArticleThe real story behind synthetic data in B2B research
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Case StudyThe clock on digital certificate management is running out. HID wanted to know if anyone was watching it
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PressMost AI customer service deployments have a resolution problem. New research from Ada and NewtonX reveals why businesses can’t see it.
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PressBILL partners with NewtonX to launch first comprehensive “AI Ambition” study for accounting firms
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PressADWEEK and NewtonX launch a new B2B brand tracker to measure industry change as it happens
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Deloitte and TikTok Release Whitepaper Featuring Insights from NewtonX and Kantar
65% of TikTok users say they are likely to buy a product they previously saw on the platform — underscoring short-form content’s power to turn discovery into future conversions.
Deloitte Digital has released a new whitepaper, Short-Form Content, Long-Term Impact, in collaboration with TikTok and drawing on research from NewtonX and Kantar. The report explores how TikTok is reshaping consumer discovery, driving conversions, and cultivating loyalty that lasts well beyond campaign windows.
Read the full whitepaper on Deloitte Digital →
NewtonX surveyed senior marketing decision-makers worldwide on how they evaluate TikTok’s role across the funnel. Findings show:
- 98% value long-term goals, but many default to short-term KPIs
- 74% see TikTok as effective at winning customers from competitors; 82% say it reaches new category users
- 42% consider Marketing Mix Modeling (MMM) the most credible way to measure long-term impact
These findings show how marketers are rethinking their playbooks — recognizing TikTok not just as a driver of reach, but as a platform for customer acquisition, loyalty, and sustained brand growth. By combining NewtonX’s B2B marketer insights with Kantar’s consumer research and Deloitte’s strategic expertise, the whitepaper offers CMOs and brand leaders a full 360° view of how short-form content creates both immediate impact and long-term value.
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