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Abandoning certainty will unlock the creative qualities of big data
Ben Essen's Admap Prize-winning essay argues that marketers should use data to disrupt to the creative process, rather than to provide evidence and certainty. Embracing the data that make us uncomfortable, he adds, will help us ask the questions that unlock true creative innovation.
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Five ways marketers should use digital big data to their advantage
Gian Fulgoni of comScore discusses the impact of big data, and its opportunities and perils.
When marketing met Big Data
How data can both transform how the consumer touches the brand and the application of online advertising.
Mythbuster: The obsession with 'granular' data
Les Binet and Sarah Carter on the dangers of using data that shows only short-term fluctuations.
Big Data, not Magic Data
Mark Earls and Alex Bentley argue that asking intelligent questions is key to tapping the value of Big Data.
Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years
This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.
Fáilte Ireland: 9 years of selling Ice to Eskimos
This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.
Eir: No more POTS. The story of turning a brand around to live life on eir
This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.
PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change
This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.
YouTube's model for effective market research
This event report offers an insight into how YouTube, the video platform owned by Google, is approaching market research.
ConAgra welcomes change, new programmatic ecosystem
This event report details how ConAgra, the US food manufacturer has rethought its marketing ecosystem, moving away from TV-first, to a more nuanced, programmatic, ecosystem.
Chat bots & customer experience: What brands need to know
The article explains how brands can design effective chat bots that prioritise customer experience while collecting relevant consumer data.
Banking on data: How Barclays tailors services to individuals in Africa
This event report explains how Barclays, the bank, has used data in three different ways to improve its sales ad customer service in South Africa.
Warc webinar: How to use the 'people-data tsunami' for moments-based marketing
This webinar explores how the personal data economy is about to change and how marketers can adapt to and leverage the growing area of people-data.
American Apparel Makes Big Data Work
The article covers how American Apparel, approaches consumer data analysis and customer centricity to drive more efficient targeting.
Point of view: The branding of research
This article is concerned with the supposed 'death of the focus group' and asks if demand for qualitative research is really declining.
What we know about the marketing applications of Big Data
This article aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.
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