Data as competitive advantage: a Winterberry Group white paper

This white paper examines data as a competitive advantage in today's marketing landscape, focusing on what comprises a lasting business edge built upon audience insight.
  • Overwhelmingly, marketers and publishers see competitive advantage as something driven by a better understanding of their customers – and better-informed deployment of the media channels and technologies that power engagement.
  • Data practitioners continue to struggle with a significant performance gap when it comes to applying audience data in support of broader business objectives.
  • Future competitive advantage will be grounded in how practitioners use data to support their unique needs, rather than pursue use-cases that may be common among their industry peers.
  • Increasingly, that will grow the importance of data in the customer-facing organisation and elevate a series...

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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

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