MAP 2011 day one: Dealing with the data explosion and a changed consumer marketplace

Joseph Clift

Click here for the report of day two.

The aim of Warc's Measuring Advertising Performance conference, a two-day event held in London in March 2011, is to bring together representatives from the client side and the agency side to discuss all aspects of marketing effectiveness.

Topics under discussion on the opening day can be grouped around three themes: the changing behaviour of consumers, the proliferation of measurable consumer data reflecting these changes, and the difficulties associated with measuring this data.

The data explosion

There has been an explosion in the amount of data available to marketers of recent years. In the online space, hundreds of millions of people leave publicly-accessible social media updates, blog posts, forum comments and product reviews each day. Online panels and communities have also improved the efficiency of some MR techniques.