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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.
Tesco: Toy testers
This case study shows how Tesco, a supermarket brand, successfully launched its UK Christmas campaign by marrying a previously used campaign strategy with a trending online content model.
Great Northern Brewing Co.: Australia's first 'closed loop' mobile sampling platform
This case study describes how Great Northern Brewing Co., a beer from Australia's biggest brewing company, created Australia's first 'closed-loop' mobile sampling platform to launch its new lager brand and acquire unprecedented consumer data.
MasterCard: Mother’s Day powered by the digital and e-commerce engine
This case study describes how MasterCard, the second-largest credit card brand in Asia-Pacific, created a campaign around Mother's Day to improve its competitive offering to customers in different countries.
MasterCard: Social relationships – using social data insights to win hearts and wallets
This case study shows how MasterCard, a financial services company, developed a data analysis system that has reshaped the brand's view on social media, using their India's Independence Day campaign as an example of this process.
YouTube's model for effective market research
This event report offers an insight into how YouTube, the video platform owned by Google, is approaching market research.
Uber goes big with A/B testing, localization and experiential marketing
This article outlines how Uber, the ride-hailing app, built its presence in Hong Kong with A/B testing, experiential marketing and a highly-localized approach to omni-channel outreach.
Chat bots & customer experience: What brands need to know
The article explains how brands can design effective chat bots that prioritise customer experience while collecting relevant consumer data.
Banking on data: How Barclays tailors services to individuals in Africa
This event report explains how Barclays, the bank, has used data in three different ways to improve its sales ad customer service in South Africa.
The big opportunity in Big Data
This Viewpoint describes the new opportunity for market researchers provided by the data trails that track our lives and behaviour with increasing levels of granularity and precision.
What we know about personalisation
This article details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.
At Unilever, a mandate for change...Now!
This event report outlines how Unilever, the FMCG group, is transforming marketing research for the digital age.
Proving video ROI: How to connect video ad spend to product sales
This article explores how brands can achieve nirvana by connecting video ad spend to product sales, and deliver a solid ROI measurement.
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