Data Strategy

Information and insights on using Big Data in marketing

Data Strategy

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Kimberly-Clark combined highly-specific data with programmatic advertising to boost engagement and sales. One example of this was by using statistics from Google's Flu Tracker platform to identify specific regions in which to run ads for Kleenex tissues.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report addresses the importance of programmatic advertising for marketers, based on research conducted by digital trade publication AdExchanger. Improved targeting and return on investment are among the main drivers of uptake for this approach, which is being applied across a growing number of channels.

Lena Roland, Event Reports, Personal Information Economy 2014, March 2014
This event report discusses how privacy can be transformed from a challenge facing brands into a chance for them to make deeper connections with consumers. At present, the lack of transparency inherent in most approaches to online tracking is a source of anxiety for a growing number of individuals, who are concerned about how their personal information is being used by marketers.

Steve Wilcox, Warc Best Practice, April 2014
This article provides guidance on best practice when dealing with data integration. There is growing demand for data integration as the range of media channels continues to grow and fragment.

Joseph Clift, Event Reports, Future Foundation, March 2014
This event reports discusses some of the major trends and issues surrounding big data, an issue that all marketers agree is important, but few know how to tackle. In the first instance, it is clear that brands require a way to handle the vast quantity of unstructured data now available through digital channels.

Sarah Shearman, Event Reports, Mobile World Congress, February 2014
This event report discusses the major trends and learnings from the Mobile World Congress 2014, based on the views of four leading advertising executives. Among the main themes were the emergence of low-cost smartphones tailored for consumers in emerging markets; the rise of the "smart home" and connected cars; and the fact breakthrough innovation in the smartphone space has seemingly been replaced, for the moment at least, by forming partnerships seeking to make fuller use of these devices’ existing capabilities.

Rory Sutherland, Market Leader, Quarter 2, 2014
In this article the risks in relying on statistics is explained and illustrated by two examples. It is argued that the way data is represented, or the question that is asked of data, can create a huge gap in understanding.

Lena Roland, Event Reports, DMA Data Protection, March 2014
This event report discusses the latest arguments surrounding the issue of privacy and handling consumer data. It is becoming clear that rising consumer and regulatory pressure will require companies to adhere to very high standards - or else face the consequences of a "flogging" from the media, privacy advocates and their customers.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2014
This event report discusses some findings from the Marketing2020 study conducted by the consultancy EffectiveBrands in partnership with the Association of National Advertisers. Increasingly, it appears that social media platforms offer brands the chance to learn about consumers, discover "latent leads" and translate this information into a meaningful solution.



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