Data Strategy

Using Big Data in marketing

Data Strategy


Lena Roland, Event Reports, MRS Connected World, July 2014

Consumer concerns about how their data is generated, stored, accessed and used have brought privacy rights into the public consciousness.


Chris Brown, International Journal of Market Research, Vol. 56, No. 4, 2014
The process of ‘knowledge mobilisation’ is defined as the means through which decision makers within organisations digest, accept, then ‘take on board’ research findings. It is argued in Brown (2011), however, that current models designed to explain knowledge mobilisation activity fail to fully account for the complexities that affect its operation.

Gary Klein, Admap, July/August 2014

This article discusses the value of different types of consumer insight gathering and argues that these should not be lost in the rise of big data.


David Clements, Admap, July/August 2014

This article addresses the future of retail as advances in data processing allow for greater targeting, personalisation and integration across channels.


Daniel L Jaffe, ANA Magazine, Spring, 2014

This article discusses concerns about data privacy in the US and the merits of self-regulation versus state legislation.


Joseph Clift, Event Reports, Cannes Lions, June 2014

This report summarises a presentation from creative agency Iris Worldwide at the 2014 Cannes Lions International Festival of Creativity, discussing how planners can use data in smart ways.


Matthew Carlton, Event Reports, Market Research Summit, June 2014

This event report outlines how social media is not only changing market research but also business models, according to Caroline Plumb of innovation consultancy FreshMinds.


Matthew Carlton, Event Reports, Market Research Summit, June 2014

This event report outlines how mobile telecoms business Orange examined the conversations taking place on social media in the UK to better understand its customers.


Shintaro Okazaki, Ana M. Díaz-Martín, Mercedes Rozano and Héctor D. Menéndez-Benito, International Journal of Market Research, Vol. 56, No. 4, 2014
This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites. A series of procedural recommendations is described and compared with the content analysis method.

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