How to analyze big data and not die trying: The case of Mercado Libre

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Introduction: Big data and passive data collection

Big data is on everyone's lips: in media, information technology referents and even from political institutions with the promise of "open government". Even now, as this article is being written, Google finds over 300 million results that include the term. However, it is still a fairly recent field of study. In 1985, MIT was a pioneer in this area creating its "MediaLab" to deal with big databases. When we compare that initiative to the current development, the growth is overwhelming: only 30 years later, all over the world there are countless agencies and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands