Article
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WARC Best Practice, April 2019
Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.
Article
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WARC Best Practice, January 2019
Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.
Article
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
Article
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David L. Smith, WARC Best Practice, May 2018
ETL (Extract, Transform, Load) allows marketers to combine multiple data sources and contributes to increased data hygiene, which is essential for effective marketing.
Article
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Verity Gill, WARC Best Practice, October 2017
Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.
Article
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Michael Plimsoll, WARC Best Practice, July 2017
This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.
Article
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Marie Stafford, WARC Best Practice, April 2017
This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.
Article
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Anna Hamill, WARC Exclusive, May 2019
Diageo, the multinational drinks company, is prioritising responsible data handling, combating ad fraud and finding the right balance on personalisation.
Article
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Geoffrey Precourt, Event Reports, 4A's Decisions 20/20, March 2019
Decoupling media and creative often turns the work of media agencies into a commodity, whereas a more holistic approach can deliver significant benefits for marketers.
News
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08 May 2019
Whiskey at lunchtime and tentpole campaigns are no longer enough, says Publicis’ former chief executive, as he defends the company’s $4.4 billion purchase of a data company.
Article
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Joseph Suriya, Admap, May 2019
Companies need to consider how they will ensure usage of Artificial Intelligence (AI) is not just effective from a business perspective, but also ethical.
Article
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Admap, May 2019
A summary of new thinking and best practice on data ethics from Admap.
Opinion
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Rachel Glasser, May 2019
The May issue of Admap puts the spotlight on data ethics. Taking inspiration from the EU’s General Data Protection Regulations (GDPR), the California Consumer Privacy Act (CCPA) comes into effect in January 2020.
Article
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Emma Firth, Admap, May 2019
The 2018 Facebook and Cambridge Analytica scandal demonstrated how the current data model is broken and how little control individuals have over data shared with third parties.
Opinion
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Claire Hadfield, Danny McCarthy, Ian Thomas and Rob McKendrick, May 2019
The May issue of Admap puts the spotlight on data ethics. Danny McCarthy from the Co-op explains the organisation’s work with the Open Data Institute (ODI) which is helping them progress against their vision of being ‘Trusted with Data’.
Article
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Charla Griffy-Brown, Admap, May 2019
Marketing AI solutions offer ways to leverage enormous supplies of data to anticipate the customer’s next move and personalise the customer experience.
News
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19 April 2019
German publisher Axel Springer is using machine learning to fuse disparate data sources and create three-dimensional “maps” that cluster users around likely interest groups.
Opinion
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Amrita Randhawa, April 2019
Looking at the WARC Media 100, the increasing sophistication of campaigns that use geographic data and targeting, and the seamless integration of those data sets, stands out as a key differentiator.
News
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16 April 2019
Publicis Groupe has made its largest ever purchase – and one of the advertising industry’s biggest at $4.4 billion – as it acquires Alliance Data Systems’ Epsilon unit as part of a stated strategy to become ...
Opinion
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Rick Madigan, April 2019
Could a digital dividend be the answer to seizing back power from Amazon, Facebook and Google? Rick Madigan, digital marketing strategist, MMT Digital, explains The idea that Facebook, Google and Amazon could pay a digital dividend and share some of their profits with consumers whose data they monetise is gaining momentum.
Research Paper
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Daniel Cuende Alonso, ESOMAR, Latin America, 2019
CUENDE, an out-of-home (OOH) planning company, details how it created a hybrid data methodology to help map how targets move and to where in order to improve OOH targeting.
Research Paper
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Gabriel Velez and Fabio Paiva, ESOMAR, Latin America, 2019
Details how PepsiCo, a food, snack, and beverage corporation, changed the dynamic of how research is framed, analysed and applied through a partnership with market researcher Zappi.
News
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11 April 2019
The increasing availability and reach of data-driven advertising within online retail environments promises to take performance media to the next level, a new WARC report says.
News
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11 April 2019
A new broadcast standard, ATSC 3.0, or Next Gen TV, is reportedly on schedule to roll out across 40 US markets by 2020.
Article
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Geoffrey Precourt and Stephen Whiteside, Event Reports, ANA Media Conference, April 2019
Procter & Gamble, the consumer packaged goods giant, believes that radical change is needed in the media supply chain.
