Data Strategy

Using Big Data in marketing

Data Strategy


Christopher Hylton Fitzroy Nailer, Bruce William Stening and Marina Yue Zhang, International Journal of Market Research, Digital First, March 2015
For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations. For this reason, there has been an increasing realisation that qualitative methods, emphasising data richness and a deep understanding of consumers – ‘why’ as well as ‘what’ and ‘how much’ – are a critical component of research in emerging markets.

Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report outlines four ways that Kraft, the food group, is pursuing data-driven engagement with consumers.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on researching consumers.


Etienne Bell, Warc Exclusive, Crimtan, February 2015

This article shows how airlines can partner with digital advertising networks and use their combined datasets to address prospective customers with highly-targeted online campaigns.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report discusses how Kraft, the food group, has aimed to address three data integrity issues which are common across the advertising ecosystem.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report shows how McCormick – which manufacturers a diverse range of spices, herbs and seasonings – is using various forms of data to enhance its understanding of consumers.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report addresses how Bon Appétit, the cooking magazine, has innovated in the digital space thanks to a tie-up with Watson, IBM’s cognitive computing platform.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report breaks down how E*TRADE, the online brokerage, has put data at the heart of its marketing efforts.


Stephen Whiteside, Event Reports, Ad Age Data, October 2014

This event report shows how the Coca-Cola Company's Freestyle machine, a revolutionary soda-fountain dispenser, has become an invaluable data source for the soft drinks manufacturer.

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