Smarter data

This article discusses how researchers can get the most from Big Data, arguing that information and data are different things, and a greater volume of data does not guarantee better information.

Smarter data

Dr Michael WuLithium Technologies

The pace of data collection can outgrow that of useful, extractable information, so for information to provide insight it must be interpretable, relevant and novel.

Data is only as valuable as the information and insight we can extract from it. It's information – not data – that helps us make better decisions, and it's insight that brings competitive advantage. Logic would have it that because information and insight are derived from data, the more data we collect (the bigger our data gets) the more information and insight we'll be able to glean. Not...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands