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.
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.
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.
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.
Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
Google announced in January that it planned to join Safari and Firefox by blocking third-party cookies in its Chrome web browser – a development with far-reaching implications for the advertising industry, which IAB Europe has sought to address.
Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020
With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
The current coronavirus scare and widespread lockdowns have highlighted the need for digital transformation; marketers need to build an implementation programme with strong foundations and smart data strategies to see success, says Laura Chaibi in ...
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.