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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.
Three views on advertising regulation
This event report looks at the talking points from the Advertising Association's LEAD 2016 event, examining three key subjects for advertisers right now.
Tech Trends 2016: Understanding the driving forces behind the connected consumer
This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.
Exploring reidentification risk: is anonymisation a promise we can keep?
The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy.
Indonesia's path to purchase: How smartphones are transforming the way consumers move their on/offline worlds and are creating a new path to purchase
This article argues that mobile consumer research is still lacking robust observational data and methods, particularly in mobile-driven markets like Indonesia, and presents a new research methodology.
Marketing's image problem: Why brands need to grow trust
This event report considers how issues around the collection and use of their personal data have affected consumers' trust in brands and companies.
Marketing heaven postponed: The rise of the 'deletist consumer'
This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.
The science behind the magic – How Disney prepared for Star Wars: The Force Awakens
This article discusses The Walt Disney Company's use of research and insights, in the context of the release of Star Wars: The Force Awakens, predicted to be a huge hit for the corporation.
Recall or re-enact? How HP discovered the true digital path-to-purchase of Chinese consumers
This article reveals the findings of a study of the path-to-purchase and the shopping behaviours of buyers of personal notebooks and tablet computers on different online channels.
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