DDB UK, O2, Carat and Google - Insight professionals at Warc's Datacentric conference

Joseph Clift

The rise of "big data" has been one of the key research trends of recent years.

On the whole, the trend has benefitted marketers, allowing them greater opportunities to track consumers in real time and develop more precisely targeted communications. But with this new power comes new challenges. Refining the massive volume of data available into useable insights remains difficult; it can be hard to get the c-suite interested in the data; and the regulatory future is also deeply uncertain.

It was with the aim of helping marketers meet these challenges that Warc organised its Datacentric conference, held in London in December 2011.

Using data in your business

The question of how to apply data-driven insights to day-to-day business functions was tackled by many of the day's presentations.