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Big data

The term ‘big data’ refers to data sets so large or complex that traditional data processing applications are inadequate. Examples are retail transactional and web tracking databases. Analysis of big data affords great opportunities for improving and customising brand experience, for generating insights, and for optimising marketing communications. However, it also risks short-term decision-making at the expense of brand-building, and requires attention to privacy laws and the risk of consumer backlash.

Key Reading

Important papers from across the Warc database

Ben Essen's Admap Prize-winning essay argues that marketers should use data to disrupt to the creative process, rather than to provide evidence and certainty. Embracing the data that make us uncomfortable, he adds, will help us ask the questions that unlock true creative innovation.
Why a careful approach to data can be a source of much-needed consumer trust.
Gian Fulgoni of comScore discusses the impact of big data, and its opportunities and perils.
How data can both transform how the consumer touches the brand and the application of online advertising.
Les Binet and Sarah Carter on the dangers of using data that shows only short-term fluctuations.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how Glasgow Life, a charitable sports and culture organisation, and the Federation International de Gymnastique, the competitive gymnastics governing board, designed a new brand identity for the 2015 World Gymnastics Championships in Glasgow.

Case Study

This case study describes how mobile online strategy game Mobile Strike was launched into the Taiwanese market by bringing digital background insights into TV and traditional media.
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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 paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.

Article

This event report explores how Voyage Prive, a flash-sale holiday site, has utilised a learning exercise in order to match advertising images of holidays with people's personal vacation preferences.

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 explores how a voter sentiment tracker that used artificial intelligence to aid news coverage of the US presidential election called the surprise result early and correctly.

Article

This event report outlines how the Internet of Things (IoT) will dramatically impact the healthcare sector.
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  1. Article

    This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

  2. Article

    This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.

  3. Article

    This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

  4. Article

    This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

  5. Article

    This article, taken from the Warc Toolkit 2016 report, looks at growing interest by marketers in identifying and targeting 'moments'.

  6. Article

    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.

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