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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 articles

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.

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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