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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.
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.
Domino's Pizza UK: Serving up excitement with Domino's and Hollyoaks
This case study shows how Domino's, a pizza delivery service brand, unlocked an untapped consumer group by sponsoring a popular soap opera in the UK.
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.
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.
Why single-source data must be aggregated to truly measure marketing effectiveness
This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.
The broad church of innovation: Stereotypes, privacy and emoji
This event report details a variety of innovations in communications, with UK examples from advertisers including Google, Domino's Pizza and Barclays.
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.
Six ways to transform data into insights when measuring marketing ROI
This article posits that a mindset change is necessary to help ROI modelling become effective, using six strategies that include elastic nets and machine learning to transform data into insights.
Eight steps marketers can take to get the most out of digital attribution
This article presents an eight-point checklist that will show how to optimise digital spend at a tactical level, including what data is needed and what techniques can be used.
A comparison of self-organising maps and principal components analysis
This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.
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