Data Strategy

Using Big Data in marketing

Data Strategy

Justin Sampson, Market Leader, Quarter 4, 2014

This article identifies some of the drawbacks of big data, arguing that it should actually be called 'device-based data' and that hybrid approaches are the best way forward.

Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Vol. 56, No. 5, 2014
Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.

Patricia Flores and Stéphane Gautron, ESOMAR, Congress, Nice, September 2014

This paper reveals a new market research model in the FMCG retail sector in France, where data collection of FMCG new product launches was embedded in an ecosystem involving consumers, brands and the supermarket retailer, Carrefour.

Darren Fleetwood, ESOMAR, Congress, Nice, September 2014

This paper explains how 'open data' - data which is free to use, reuse and distribute - can be used in location planning for retail, using a case study from Oxfam, the UK charity.

Thomas Kelly and Christian Kugel, ESOMAR, Best Paper Overall, Congress, Nice, September 2014

This paper sets out how 'configurable insights' - a customisable data visualisation tool - allows people who aren't from a market research background to present and use data.

WPP Atticus Awards, Highly Commended, Corporate, 2013

This article examines how brands can help consumers make use of personal data to manage their health and wellbeing.

Ruth Horazek, WPP Atticus Awards, Highly Commended, Under-30 Essay, 2013

This article criticises the shift towards a career-orientated education system in the US, at the expense of a more well-rounded education.

Hannah Foltz, WPP Atticus Awards, Winner, Under-30 Essay, 2013

This article identifies the benefits of receiving an all-round education before specialising in marketing.

Norm Johnston, WPP Atticus Awards, Winner, Media and Communications Planning, 2013

This article sets out the digital trend of Adaptive Marketing - using real-time data to inform and evolve marketing activities - and offers examples of how marketers can make the most of it.



Dynamic Pricing

How Big Data is fragmenting pricing and promotional models


Data Mining

Gale's global overview of the Big Data industry


Data Integration

How to incorporate data into marketing functions


Magic and maths

Why you need behavioural experts for data analysis