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

A report from Datacentric, an event organised by Warc. Among the major themes discussed by presenters are: that the rise of "big data" has helped firms to tap new sources of information abou...

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

Joseph CliftWarc

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...

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