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Key reading

Ben Essen

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.


Latest case studies

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.

Jameson Irish Whiskey: St. Patrick’s Day social campaign

This case study indicates how Jameson, a whisky brand, developed a campaign to engage locally with US consumers and bars to increase sales and brand awareness.

Latest articles

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.

What we know about Artificial Intelligence

This article covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

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.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com