Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.
Ruth Zohrer and Becky Power, Admap, May 2018, pp. 20-21
With so many fragmented data sets at their disposal, how do marketers know what’s worth exploring, what’s relevant to the brief, or what might contribute to the creative process? Two techniques for using data in creativity are ‘data-based creative’ and ‘creative use of data’.
Jo Bowman, Event Reports, I-COM Data Creativity Awards 2018
IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.
SYDNEY: Tourism Australia’s viral campaign ‘Dundee’ aired at the Super Bowl this year, but the ongoing benefits of the campaign have been through programmatic spend, customer journey-mapping and consumer data analysis.
AUSTIN, TX: Artificial intelligence (AI) has the promise to help marketers work faster, smarter and at scale, according to Rachel Weiss, VP of innovation and entrepreneurship at L'Oréal, the beauty company.
The Facebook/Cambridge Analytics data kerfuffle ‘exposed’ by the Guardian and New York Times this week also exposes our industry’s cognitive dissonance over data-driven advertising, says Eaon Pritchard of Dentsu Aegis Network.
Will McInnes, WARC Best Practice, July 2017
This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.
Scott Symonds, Admap Magazine, October 2014
This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.