Chris Daplyn, Admap, November 2017, pp. 31-33
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.
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.
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.
Cynthia Lynn Miller, ESOMAR, Congress, 2017
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.
Krysia McKechnie, Event Reports, Festival of Media MENA, April 2017
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.
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.
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.
Valeria Bellani, Guillermo Rivas and Guido Gamba, ESOMAR, Latin America, April 2017
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.