Data Strategy

Using Big Data in marketing

Data Strategy


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.


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.


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.


Norm Johnston, WPP Atticus Awards, Winner, Strategy, 2013
This article explains how brands can put the right processes in place to allow them to adapt quickly within a consumer-driven, data-fuelled marketplace. A country's infrastructure levels can both predict behaviour on the internet and also help identify the behavioural differences that are driven by culture.

Georgia Lindsay, WPP Atticus Awards, Winner, Under-30 Essay, 2013

This article argues that widespread access to the internet and search engines has replaced personal knowledge and that this can be detrimental to finding insights.


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.

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