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.
A majority of respondents to the WFA’s Programmatic, Data & Technology Global Survey 2020 said first-party data was now business critical for audience targeting, reflecting the importance of privacy to marketers.
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
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.
Telaria's James Young believes that DTC brands haven't yet unlocked the full benefits of CTV to reach audiences, and with COVID-19 changing consumer patterns, there are now even more synergies between the two.
Japanese automotive manufacturer Nissan has had to shift from its heavy reliance on brick-and-mortar to online thanks to COVID-19 lockdowns across many markets, but it expects the steps it is taking now will pay dividends offline post-pandemic.
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.
This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.
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