Data Strategy

Using Big Data in marketing

Data Strategy


Stephen McKillop, Market Leader, Quarter 3, 2015

This article introduces the digital asset management (DAM) system created by Diageo in order to keep control over ever-growing volumes of content across web, TV, print, social, etc.


Margaret Coles, Admap, Admap Prize, Shortlisted, 2015

This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.


Anthony Tasgal, Admap, Admap Prize, Shortlisted, 2015

This essay argues that if planners use Big Data to demand more of themselves rather than give undue deference to Big Data, they are more likely to generate strategic and creative breakthroughs.


Richard Shotton and Richard Clay, Admap, Admap Prize, 2015

This article argues that big data can either inspire or hinder creativity depending on it is used.


Ben Essen, Admap, Gold, The Admap Prize, June 2014

This article argues that the term 'big data' reinforces the creativity-hindering idea that more data can give us more certainty.


Elizabeth Friedland, Admap, Admap Prize, Shortlisted, 2015

This article argues that big data damages creativity in three key ways: by discouraging experimentation, automating markets to the detriment of the consumer, and distracts from meaningful objectives.


Admap, The Admap Prize, June 2014

This article introduces the winner of the Admap Prize 2015, on the topic 'does big data inspire or hinder creative thinking'.


Alex Steer, Admap, Admap Prize, 2015

This article argues that as change within markets accelerates, big data can help marketers better understand what is happening and what impact their communications are having.


Sandeep Joseph, Admap, Admap Prize, Shortlisted, 2015

This article examines why Big Data hasn't had a bigger impact on advertising and what data scientists and marketers need to do to work together better.

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