Data Strategy

Using Big Data in marketing

Data Strategy

John Dick, ARF Experiential Learning, Re:think, March 2015

This paper explains how CivicScience, an online data and polling company, used the data it had already collected from its panel to understand which non-demographic questions best indicated broader attitudes and behaviours.

Brian Fine and Con Menictas, ARF Experiential Learning, Re:think, March 2015

This paper highlights some of the limitations of big data and argues that though it is useful, other market research methods remain important in explaining behaviour.

GfK, April 2015

This report explores how big data can be used by broadcasters to improve their services, building on the views of key decision makers from 14 major media groups.

James Murphy, Market Leader, Quarter 2, 2015

This article describes the wide-ranging potential of personalisation, from brands to services and even down to pricing.

Jeff Hunter, ESOMAR, MENAP, March 2015

This paper demonstrates how to integrate multiple data sources to create market structures and models, using a case study for a food and beverage company across 16 international markets.

Brian Carruthers, Event Reports, IAB Research Breakfast, February 2015

This event report looks at the impact of programmatic buying on creativity in advertising, with AOL suggesting that the human element in programmatic is too often overlooked.

Christopher Hylton Fitzroy Nailer, Bruce William Stening and Marina Yue Zhang, International Journal of Market Research, Digital First, March 2015
For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations. For this reason, there has been an increasing realisation that qualitative methods, emphasising data richness and a deep understanding of consumers – ‘why’ as well as ‘what’ and ‘how much’ – are a critical component of research in emerging markets.

Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report outlines four ways that Kraft, the food group, is pursuing data-driven engagement with consumers.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on researching consumers.



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