Data Strategy

Using Big Data in marketing

Data Strategy


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group.


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, sets out the importance of combining creativity with data in programmatic to increase effectiveness.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report breaks down Kraft's approach to "agile and addressable" marketing – an approach seeking to move beyond mass-market messaging to more tailored, individualised communications.


Faris Yakob, Admap, December 2014

This article discusses the impact of big data on creativity, arguing that any tool can feed creativity but marketers need to carefully consider how they use data.


Stephen Whiteside, Event Reports, November 2014

This article highlights emerging best practices in analytics, based on insights from C Spire, Citrix and Intel – the three finalists from the 2014 Marketing Analytics Leadership Award.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report demonstrates how Kraft Foods, the grocery group, is spearheading the data revolution, using the vast amount of data it collects to segment its audience for more effective targeting.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report reveals how Walmart, the retailer, is tapping big data to make more informed decisions and better engage customers.


Scott Symonds, Admap, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.

WARC RECOMMENDS


TRENDS

Dynamic Pricing

How Big Data is fragmenting pricing and promotional models


ARTICLE FOCUS

Data Mining

Gale's global overview of the Big Data industry


ADMAP

Data Integration

How to incorporate data into marketing functions


ARTICLE FOCUS

Magic and maths

Why you need behavioural experts for data analysis