Numbers, Please: Big Data: Friend or Foe of Digital Advertising? Five Ways Marketers Should Use Digital Big Data to Their Advantage

This paper discusses the impact of big data, arguing that if used correctly it can have a positive impact, but that there are a number of perils which may not be apparent.

Numbers, Please: Big Data: Friend or Foe of Digital Advertising? Five Ways Marketers Should Use Digital Big Data to Their Advantage

Gian Fulgoni

comScore, Inc.

In recent years, much has been written about the emerging importance and value of “Big Data.” From my perspective, however, Big Data actually have been around for decades—ever since low-cost computing power and powerful relational multi-dimensional software were made broadly available. Twenty-five years ago, Big Data generated by UPC point-of-sale scanners changed the face of marketing in the consumer packaged goods (CPG) industry by causing marketing spending to tilt ominously in favor of price...

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