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.
More US consumers in 2020 are ready to hand over sensitive data like their social security numbers, financial and medical information, than in both the previous two years, according to the Advertising Research Foundation’s (ARF) third annual ...
Online food delivery in India has only recovered to half its pre-lockdown peak, according to Swiggy, which this week announced it is having to lay off more staff despite its sophisticated customer engagement strategy.
Substantial change to people’s shopping habits, such as surging e-commerce and home delivery, has been one of the consequences of COVID-19 and now some FMCG brands are stepping up their efforts to sell directly to consumers.
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.
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.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage
A new Evidence series on key marketing questions
Category campaign data from recent case studies