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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.
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.
At Unilever, a mandate for change...Now!
This event report outlines how Unilever, the FMCG group, is transforming marketing research for the digital age.
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 Danone embraced market localization with social listening
The event report reveals how international dairy manufacturer Danone used social media listening to analyse product preferences and key concerns of consumers in China and the UK.
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'.
Data, Tech, Experiences: What Brands can learn from Cannes Lions Innovation 2016
This article examines some of the key innovation trends to emerge from Cannes 2016, including artificial intelligence, data science, and automation.
Speed Read: The Rise of the Platform Marketer
This speed read summarises the book 'The Rise of the Platform Marketer' by Craig Dempster and John Lee, which explains how marketers can leverage the 'always on' consumer to deliver more personalised engagements across media, channels and devices.
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