Data Strategy

Using Big Data in marketing

Data Strategy

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.

Jerome Shimizu, Brett Gordon and Keith Kohrs, ARF Experiential Learning, Audience Measurement 9.0, June 2014

This paper argues that as a result of big data researchers should reconsider how they measure confidence intervals, and move from a calculation based on an infinite population size to one of 'Finite Population Correction' (FPC).

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.

Research on Warc, Rocket Fuel, June 2014

This report provides a list of simple tactics for making programmatic advertising more successful and effective, including real-world examples.

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.

Tony Regan, Warc Best Practice, June 2014
This article from the Admap Media Planning Toolkit discusses the importance of insight in a world of big data and provides guidelines for developing insight capability. Large amounts of data make it easier to become lost, and so a shared responsibility for insight to cut through the noise is important.



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