The power of small data

A decline in data quantity need not mean a reduction in advertising effectiveness.

The ability to generate and collect data has significantly grown throughout the information age. The term ‘big data’ is used widely, with the growth of the internet and its increased usage in day-to-day user activity has led to a surge in the amount of data being generated. The amount of data in the world in 2020 was estimated at 44 zettabytes, set to increase to 175 zettabytes in 2025, an increase of 300%.1 The variety of data will also increase throughout the decade, with predictions stating 75 billion devices will be connected through the Internet of Things by 2025....

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

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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

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