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Data-driven marketing

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Article

This article 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.

Article

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.

Article

This article offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

Opinion

Nicole Kane, Director of Global Media at McDonald’s and Chair of Judges for the WARC Media Awards’ Best Use of Data category, spoke to Lucy Aitken about the art of turning data into insight and why it’s just as important to figure out who not to target.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

LONDON/LAS VEGAS: ‘Dark ads’ based on publicly available interests on Facebook can be used to sway political opinions in an almost undiscoverable manner, a new study suggests.

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

News

CANNES/NEW YORK: Marketing creativity can benefit from tapping into the powerful data sources now available to agencies and brands, according to Kristin Lemkau, CMO of JPMorgan Chase & Co.

Article

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

Article

This article looks at what the modern consumer expects from brands as they interact with them over a wide variety of touchpoints, channels and devices.

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 event report details how Coca-Cola, the soft drinks manufacturer, is driving value from data.

Article

This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.

Article

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

News

HANGZHOU: Computing power and data will drive the future of retail, a senior executive at Alibaba, the world's biggest e-commerce site, has said.

Article

This article examines The Google project, a digitally powered cluster of billboards on which the content was updated to fit with the events of the day, run in London's Old Street area.

Article

This event report describes a campaign from EasyJet, one of Europe's biggest budget airlines, to make its passengers feel involved in the celebrations of its 20th anniversary.

Article

This article outlines how Alibaba has created an integrated data ecosystem across its various properties to supercharge its e-commerce offering and boost offline conversions.

Article

This event report describes how a number of brands are using artificial intelligence to understand emotions and generate appropriate messages that help to nudge the customer along the purchase journey.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

News

NEW YORK/LONDON: Brands that use email in their marketing mix differ widely in their performance, with the best of them making use of customer data to improve message timing and content, according to a new study.

Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.