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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

PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change

This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Eir: No more POTS. The story of turning a brand around to live life on eir

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Nike: Pace Station

This case study describes how Nike, an international sports brand, gave runners of all levels a fun and easy way to run faster and longer, with Nike+ Pace Stations, a new feature of its Nike+ Running iOS mobile app.

Latest articles

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.

How HP uses geotargeting and social data to boost ROI

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

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.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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