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.
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.
Major telecommunications firms in Italy, Austria, and Germany are sharing data with health authorities to help monitor whether people are abiding by limitations on movement while claiming to respect privacy laws.
Having revolutionised the world of retail data once through dunnhumby and its work with Tesco, Edwina Dunn, now CEO of Starcount, may do so again with a new approach to segmentation combining postcode data with social likes.
Andrew Hill, WARC Exclusive, February 2020
Andrew Hill, APAC client director at Edge by Ascential, makes the argument for reallocating attention to other parts of the shopper journey - such as working with retailers on optimising the product page.
Healthcare marketers face unique challenges around the use of data – integrating personal medical data with standard marketing data – but if done appropriately this can help brands and institutions connect more effectively with health consumers as ...
Apple’s Safari browser is used by over half of Americans and over a fifth of the worlds mobile internet browsers, so when the iPhone maker announced two years ago that it would stop websites from tracking users around the internet there was ...
Most US adults (77%) have heard something about how companies use the personal data they collect and most (81%) think the potential risks outweigh the benefits – a view that tends to be supported by the behaviour of parts of the adtech industry.
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.