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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

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.

Latest articles

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.

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