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Key reading

Ben Essen

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.




Latest case studies

SapientNitro: SpeakEmoji

This case study describes how SapientNitro, a digital agency, created a piece of self-promotion that demonstrated its technical creative and was picked up by industry press and the media.

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.

The Miami HEAT App

This case study describes how the Miami HEAT, a club in the NBA, created a seamless physical and digital experience for their fans via a new mobile platform.

Latest articles

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.

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Monique Dolbin

Americas

Monique Dolbin
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Ed Pank

Asia Pacific

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