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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.
Organ Donation Scotland: #Take2Minutes - How social media made a difference to those waiting for a life-saving transplant
This article describes how Organ Donation Scotland created a targeted, social campaign to maintain healthy levels of registrations to the Organ Donor Register.
This case study describes how Churchill, a UK insurance company, found a point of difference by launching a campaign to help increase safety of children going to school.
Emirates NBD: An Uber Ramadan
This case study shows how Emirates NBD, a financial services brand, partnered with Uber to deliver customer benefits during Ramadan and increase brand awareness and equity in UAE.
Samsung: Winning Social Gold at the Olympics
This case study shows how Samsung, a technology brand, created a reactive content campaign to deliver high quality information around its Olympics sponsorship.
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.
Survey: Marketers, agencies remain uneasy with technology
This event report outlines the main challenges facing brands and agencies when it comes to tapping new marketing technologies, based on a survey of executives conducted by Ipsos.
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.
Big Data and Research Data: The beginning of a beautiful friendship
This paper explores how Sky UK, the satellite TV company, undertook in-depth customer research in the UK and modelled it against third-party big data to find out which groups would respond to different communications, broadening the purchase funnel for subscriptions.
Ipsos Connect: how tech upends media and advertising
This event report outlines how marketers can adapt to the growing fusion of media, advertising and technology, based on insights from research firm Ipsos.
Tech in 2017: The marketing applications of Artificial Intelligence
This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.
Social fingerprinting: Conversation analysis that drives marketing strategy
This paper describes 'Social Fingerprinting', a research methodology developed by IPG Mediabrands, a group of media planning agencies, for extracting insight from large datasets from Twitter, the social platform.
Twitter: 140 Characters in Search of an Author: Defining success on Twitter
This paper describes a UK research project for Twitter, the social platform, to explore its impact on culture and language, analyse the nature of a good tweet and provide support for brands using its service.
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