Data Strategy

Using Big Data in marketing

Data Strategy


Stephen Whiteside, Event Reports, November 2014

This article highlights emerging best practices in analytics, based on insights from C Spire, Citrix and Intel – the three finalists from the 2014 Marketing Analytics Leadership Award.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report demonstrates how Kraft Foods, the grocery group, is spearheading the data revolution, using the vast amount of data it collects to segment its audience for more effective targeting.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report reveals how Walmart, the retailer, is tapping big data to make more informed decisions and better engage customers.


Neil Dawson, Admap, October 2014

This article provides five brand principles for success in a "post-privacy era", arguing that a new competitive battleground is emerging for brands that can balance the effective use of data with the need to behave ethically, respect privacy and sustain positive consumer relationships.


Vanella Jackson, Admap, October 2014

This article challenges the growing dominance of Big Data in describing and predicting customer behaviour, when creative approaches to research can help uncover why consumers behave like they do.


Scott Symonds, Admap, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.


Justin Sampson, Market Leader, Quarter 4, 2014

This article identifies some of the drawbacks of big data, arguing that it should actually be called 'device-based data' and that hybrid approaches are the best way forward.


Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Vol. 56, No. 5, 2014
Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.

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