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Abandoning certainty will unlock the creative qualities of big data
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.
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Five ways marketers should use digital big data to their advantage
Gian Fulgoni of comScore discusses the impact of big data, and its opportunities and perils.
When marketing met Big Data
How data can both transform how the consumer touches the brand and the application of online advertising.
Mythbuster: The obsession with 'granular' data
Les Binet and Sarah Carter on the dangers of using data that shows only short-term fluctuations.
Big Data, not Magic Data
Mark Earls and Alex Bentley argue that asking intelligent questions is key to tapping the value of Big Data.
Millers: Millers and Me
This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.
Mothercare: How emailing receipts transformed a business
This case study explores how Mothercare, the specialist retailer, used email receipts to collect customer data and increase store visits and purchases in the UK.
TRW Automotive Aftermarket: Real, eccentric, fanatic mechanics
This case study explores how TRW, a motor vehicle parts and accessories brand, launched a worldwide campaign to showcase its expertise and originality.
Mark's: The Colder It Gets
This case study details how Mark's, an apparel and footwear retailer, used data-driven marketing to drive sales in the Canadian market.
Students: Analyzing the digital behaviours and attitudes of students
This report explores the online behaviour of students through a survey of 5,198 students - defined as those who responded that their current working status was 'in education'.
How to develop a customer-centric organisation
This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.
Heathrow Airport: Understanding every aspect of the passenger journey
This article looks at how Heathrow Airport, London's main and the UK's largest airport, transformed its service by taking a holistic view of the passenger journey.
Lloyds Banking Group: Using innovative social media analytics techniques to understand the International Trade arena through the eyes of UK SMEs
This article details how Lloyds Banking Group, the UK bank, employed natural language processing to and social listening to assess usage and attitude in the B2B finance market, targeting small businesses.
Tinder's tactics for keeping consumers engaged
This event report outlines how Tinder, the dating app, has built an engaging mobile experience for consumers.
GroupM Interaction 2017: The state of digital marketing and its implications for advertisers
This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.
What we know about marketing on Facebook
This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, the platform reaches over a billion users every month.
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