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Topic Key reading on data analysis, data management, data privacy and more

Article

This event report addresses how ADT, the security company, is making nuanced use of big data to drive the maximum benefit from its marketing.

Article

This article argues that the advent of the big data era signals the end of the advertising industry's reticence to truly master the data that unravels the behaviour of their customers, which is more personalised than ever.

Article

This article argues that the term 'big data' reinforces the creativity-hindering idea that more data can give us more certainty.

Research Paper

This paper highlights some of the limitations of big data and argues that though it is useful, other market research methods remain important in explaining behaviour.

Article

This article argues that big data is most useful to planners when it is used to generate cultural insights.

Article

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

Article

This article sets out three steps that marketers can use to hone Big Data's output to inspire creative thinking: culling, framing and filtering.

Article

This article argues that big data changes the relationship between data and creativity; instead of data fuelling the creative idea, creativity is now needed to handle the data.

Article

This article argues that big data can either inspire or hinder creativity depending on it is used.

Article

This article argues that big data marks the renaissance of marketing as it helps brands understand their audiences and build better narratives.

Article

This essay argues that Big Data cannot give the insights that are vital to great creative work, it can provide crucial guidance along the way to these insights.

Article

This essay argues that if planners use Big Data to demand more of themselves rather than give undue deference to Big Data, they are more likely to generate strategic and creative breakthroughs.

Article

This article argues that a solid understanding of a given issue is a prerequisite for creativity, and for this reason big data is good for creativity.

Article

This article argues that the usefulness of big data is limited as often it tells marketers things they already know, misleads them, or is too big to develop meaningful insights.

Article

This article argues that the advent of big picture requires a new creative approach from advertisers, otherwise they will be stuck apply old creative approaches to an entirely new medium.

Article

This essay proposes three fundamental ways in which Big Data can be utilised to aid creative thinking.

Article

This article explores the impact of big data on traditional market research, arguing that rather than threatening the field it actually frees it to be more focussed and generate better quality insights.

Article

This article argues that big data can liberate creativity by giving people more time to spend creatively and removing risk from some decisions.

Article

This article argues that big data can enhance creativity in advertising by creating a closer-to-real-time feedback loop that helps creatives improve their work.

Article

This article argues that big data damages creativity in three key ways: by discouraging experimentation, automating markets to the detriment of the consumer, and distracts from meaningful objectives.

Article

This article introduces the winner of the Admap Prize 2015, on the topic 'does big data inspire or hinder creative thinking'.

Article

This article discusses the impact of big data on creativity, arguing that any tool can feed creativity but marketers need to carefully consider how they use data.

Article

This article argues that though big data has become increasingly important and available, it is meaningless without applying human understanding.

Research Paper

This paper debunks common myths surrounding Big Data, such as that it is a new phenomenon, that it is clean, that it is the domain of IT and that it requires a big budget.

Article

This article explains how big data can help marketers use direct mail more effectively as part of an omnichannel strategy.
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