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Big data theories & ideas

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Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

Article

This article examines the effects of technological developments on modern life and warns that people will soon realise their costs.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Opinion

Big data should not just be a third-party addition to the planning process, says Ethel Sanchez of the University of the Philippines, but a tool that current and future planners should become familiar with, if they are to continue seeing and shaping the future.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Article

This article looks at how Data Management Platforms can power better research and overcome the two key disruptive forces in the market; technology and data.

News

MUMBAI: Marketers may still be coming to terms with ‘big data’ but in future they are going to have to understand ‘dark data’ and combine that with behavioural psychology to predict human behaviour.

Article

This webinar replays WARC's session on "the Future of Strategy" at the Cannes Lions festival this year.

Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.

Article

This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.

News

BOSTON: Companies and organisations in 150 countries were hit earlier this month by the WannaCry ransomware cyber attack, which has prompted a major security firm to conduct an extensive survey of American concerns.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

News

GLOBAL: Last week saw the launch of the 2017 WARC Media Awards and now WARC's Media Casebook has been published to provide analysis about last year's winners, along with tips and advice for those thinking of entering this year's competition.

Article

This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.

Research Paper

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Article

In this article, the author adds her own contributions on how to use data to gain human insight into customer needs.

Article

In this article, the author shares four insights concerning marketing artificial intelligence and explains what marketers should watching for.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This report discusses how the practice of marketing analytics has evolved in recent years, moving quickly from web analytics and decision support to an age of complete automation.

Article

This event report outlines how marketers can adapt to the growing fusion of media, advertising and technology, based on insights from research firm Ipsos.

Article

This article presents an eight-point checklist that will show how to optimise digital spend at a tactical level, including what data is needed and what techniques can be used.