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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.
Exploring reidentification risk: is anonymisation a promise we can keep?
The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy.
Marketing heaven postponed: The rise of the 'deletist consumer'
This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.
Marketing's image problem: Why brands need to grow trust
This event report considers how issues around the collection and use of their personal data have affected consumers' trust in brands and companies.
Big data driving marketing at Intel and Visa
This event report gives insight into how marketers are leveraging data to become bigger players in business decisions, while also dealing with challenging changes in digital.
The science behind the magic – How Disney prepared for Star Wars: The Force Awakens
This article discusses The Walt Disney Company's use of research and insights, in the context of the release of Star Wars: The Force Awakens, predicted to be a huge hit for the corporation.
Insights 2020: Driving customer centric growth - A practical roadmap to true customer centric growth and the pivotal role that insights and analytics can play
This paper examines customer centricity – providing positive customer experiences in order to maximise the firm's long-term financial value – and explains how companies can become customer-centric.
Rewarding the retail customer while generating extra revenue: A perfect example of how market research methodologies can give big data a boost for optimum usage
This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.
Data-enabled sports strategies
This article explains why data-based personalisation enables rights holders to engage with precisely the right audience and achieve their objectives.
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