Antoine Moreau and Laurent Flores, ESOMAR, Big Data, November 2016
This paper explores the confusion of causation with correlation, illustrated by an analysis of the factors behind the rise of electoral support for the extreme-right-wing National Front party in France.
Flora Kong, Lucy Ogilvie and Sam Dias, WARC Media Awards, Best Use of Data, 2016
This paper describes how UK bank NatWest integrated a diverse range of data sources into a multi-faceted modelling framework called the Brand Contribution Programme to lay the foundations for a new approach to the bank's marketing investment.
Simeon Duckworth, Jeremy Pounder and Paul Ward, Admap, February 2014, pp. 29-31
This article discusses Consumer Mix Modelling (CMM), a proposed next generation method to Marketing Mix Modelling, which uses the growing amount of single source data to understand marketing effectiveness on the level of individual consumers.
Lena Roland, Event Reports, Festival of Marketing, October 2013
This event report addresses the issue of whether data and creativity can truly work together. Based on presentations from broadcaster Channel 4 and agency We Are Social, it suggests that the raft of facts and figures now available online certainly improve aspects of the user experience, such as by providing accurate recommendations of similar content to that they previously enjoyed.
Douglas West, Albert Caruana and Kannika Leelapanyalert, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 324-338
Judging advertising creativity at award shows is poorly understood. This research assessed what constitutes advertising creativity; examined the benefits and consequences of advertising-award shows; and investigated how judges bestow creativity awards.