When marketing met Big Data

In the era of Big Data, this article argues for the need to apply a more holistic, human approach to understanding consumers.

When marketing met Big Data

Colin StrongGfK Business & Technology

Big Data has been the hot business topic this year – and for good reason. Just as automation swept through industrial sectors in the '80s and '90s, so new forms of data and associated analytics are now ripping up established practices throughout knowledge sectors. Colin Strong argues for a more holistic, human approach to understanding consumers.

The Big Data whirlwind is leaving many wondering what their role is in the new order. Marketing is especially challenged. Data is now effectively the medium that sits between brands and consumers, and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands