Big Data: P&G says thank you to moms

Ashish Williams, Gary Tan and Win Huang
MediaCom China

There are five key planning processes for applying Big Data techniques to media communications and MediaCom China's work with P&G for the London Olympics put all these stages into action.

Big Data will transform the marketing and advertising industry. Clients, agencies and vendors are all talking about Big Data in some way or another. In this article, we want to demonstrate how it can deliver enhanced insight, efficiency, integration and content that truly connects with target consumers.

We believe that it is now possible to correlate different groups of marketing data and generate a new class of consumer insights to provide real-time enhancements to campaign performance. We've applied this conceptual framework to a number of campaigns including Procter & Gamble's 'Thank You, Mom' Olympics campaign in China.