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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.
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.
Renault: A map of all the places this car will take you
This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.
DFS: An email right now, from the person standing in front of you
This case study details how DFS, the furniture retailer, increased sales and conversion rates across its stores in the UK market.
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.
The evolution of marketing analytics: automation is next
This report discusses how the practice of marketing analytics has evolved in recent years, moving quickly from web analytics and decision support to an age of complete automation.
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.
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.
Speed Read: Data-driven Business
This short article looks at Tim Phillips' 'Data-driven Business', which explains how you can create the right data, understand it, and act on it at the right time, to help your business make the right decisions.
Carat's top 10 trends for 2017
This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.
Big isn't necessarily better: why small data punches above its weight
This article highlights the persistent value of small data despite the present obsession with big data as the main source of relevant insights.
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