How can we make Big Data smart?

This presentation posits that adding judicious use of market research to big data leads to "smart data".
It sees big data, gathered by researchers from both proprietary and open sources, as representing an opportunity to gain deeper understanding of human behaviour. The rise of smart data can be seen in the emerging disciplines of cyber-psychology and computational sociology. Various smart data measures and metrics - specific to individuals, segments and social networks - are discussed....

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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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