Don't get buried by Big Data

This paper highlights some of the limitations of big data and argues that though it is useful, other market research methods remain important in explaining behaviour.

Don't get buried by Big Data

Brian Fine and Con MenictasAustralia Online Research and Qantas Airways

Preamble

One of the hottest topics surrounding analytics worldwide is the advent of Big Data. Recent technological advancements enable us to capture more data than in the past, the ability to store larger volumes of data is now possible compared to before, and the ability to use advanced statistical models is now possible even at the individual consumer level. Even though big data analytics are great for pattern detection and exploratory analyses, it does not mean that statistical rigour should be overlooked. This...

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