Data Strategy

Using Big Data in marketing

Data Strategy

Annie Pettit, ESOMAR, Congress, Dublin, September 2015

This paper debunks common myths surrounding Big Data, such as that it is a new phenomenon, that it is clean, that it is the domain of IT and that it requires a big budget.

Nicole Huyghe and Bart Vandenreijt, ESOMAR, Congress, Dublin, September 2015

This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.

Stephen Whiteside, Event Reports, 6Sense webinar, September 2015

This event report outlines how Cisco, the technology group, is using predictive intelligence to inform its marketing and sales efforts.

Andrea Sophocleous, Event Reports, Marketing Science Ideas Xchange, July 2015

This event report looks at how behavioural economics has become an increasingly important part of marketing, as data and analytics lend scientific rigour to gut instinct.

Claire Spencer and Tony Mattson, Admap, September, 2015

This article argues that advertisers need to be more transparent about how they collect and use personal data, and make sure people benefit from it.

Seth Hittman, Admap, September, 2015

This article argues that the shift towards mobile advertising has created an opportunity for mobile data management platforms (DMPs) to improve the quality and use of mobile tracking data.

Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2015

This event report outlines how Clorox, the cleaning and household goods group, is attempting to fuel growth for its large brands operating in mature categories.

Stephen Whiteside, Event Reports, CMO Council Webinar, July 2015

This event report shows how Pershing, the solutions provider for financial-services companies, has overcome the challenges facing marketers when it comes to leveraging the latest technology.

Ben Essen and Colin Grimshaw, Warc Webinars, July 2015

This webinar explores the opportunities in Big Data and how to realise them.



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