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.
Marie Stafford, WARC Best Practice, April 2017
This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.
GLOBAL: The European Union’s General Data Protection Regulation (GDPR) came into force last Friday and, with so much attention focused on how companies make use of personal data, a new global survey has found that most consumers take a ...
GLOBAL: Marketers and agencies faced with a huge and ever-growing amount of data will have to use artificial intelligence to make sense of it, while at the same time addressing the ethical issues of new data-gathering options, such as ...
AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.
Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Recent news surrounding the use of consumers' personal data has re-framed the debate around privacy, and with new legislation set to change the rules, companies need to be prepared to re-think communications.
In the pursuit of greater personalisation, we’re crossing the boundary between clever and creepy. We have reached advertising’s ‘uncanny valley’ - when technology becomes so human-like that it makes people uneasy – argues UM’s Michael Hanbury-Williams.
LONDON: A growing number of companies are mulling introducing redeemable incentives and forming partnerships to protect data in order to secure user consent for personal information ahead of the General Data Protection Regulation’s coming ...
US/EUROPE: Consumers increasingly understand the value exchange involved when they give up their data to brands but a significant proportion feel they aren’t getting the personalization benefits they have come to expect, a study suggests.
Consumers don’t know much about what personal data is being collected. It’s not until they start asking questions that the bottom part of the “data iceberg” becomes apparent, according to Tuomas Syrjänen, CEO of Futurice.
LONDON: As customer experience – increasingly based on digital interactions – becomes a competitive differentiator, brands need to assess their current capabilities and understand where they may need to make changes, according to an ...
HONG KONG: The effective integration of offline and online data will drive future success for bricks-and-mortar retailers during an ongoing tough period, according to the CEO of dunnhumby, the customer data science company.
Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
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.