Article
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WARC Best Practice, May 2020
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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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.
News
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23/09/2020
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 ...
Opinion
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Sam Peña-Taylor, September 2020
With the announcement of a new health-tracking device, Halo, Amazon takes a step in the direction of probably the most disruptable marketplace, healthcare.
News
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27/08/2020
With a raft of customer data, and its large (and essential) physical footprint, CVS is turning its internal capabilities into a product accessible to CPG brands.
Article
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Stephen Whiteside, WARC Exclusive, August 2020
Fitbit, the fitness-technology company, ran a digital campaign that aimed to determine if it could achieve strong results without using cookies.
News
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29/07/2020
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.
Article
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Mukta Lad, WARC Exclusive, July 2020
India’s Zeotap and Swiggy share their insights from leveraging technology and data to cultivate customer intelligence for better marketing.
Opinion
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Charles Mi, July 2020
ADARA's Charles Mi offers some advice for brands looking to realign tracking and customer identity efforts in preparation for a cookie-less ecosystem.
News
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01/06/2020
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.
Article
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Jack Shearring, WARC Exclusive, May 2020
Explores the impact of Google’s decision to phase out third-party cookies from its Chrome browser.
Article
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Brian Carruthers, WARC Exclusive, May 2020
Publishers are having to adapt to a future without cookies.
Opinion
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Rob Trono, April 2020
Fake news, online harassment, extremism – digital platforms are invariably at the centre of such activities and that’s because of the flaws inherent in their design.
Article
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WARC Best Practice, April 2020
Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
News
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24/03/2020
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.
Opinion
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Brian Carruthers, March 2020
At a time when data privacy concerns are growing, people’s worries can take some unexpected directions according to Jamie Bartlett.
Article
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Tarik Windle, WARC Exclusive, March 2020
What the phasing-out of third-part cookies means for media planning and consumer targeting.
News
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18/03/2020
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.
News
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10/03/2020
A resounding 72% of Americans say internet companies should not release any data about users to political campaigns wanting to target voters with ads.
Article
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Edwina Dunn, WARC Exclusive, March 2020
Edwina Dunn, data science pioneer, outlines a new approach to segmentation combining postcode data with social likes.
Opinion
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Alan Mitchell, March 2020
As part of the WARC Guide to segmentation, Alan Mitchell argues that responsible marketers need to be prepared for a new frontier of real marketing segmentation led by data relationships.
Article
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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.
Article
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Cory Nicely, WARC Exclusive, February 2020
R/GA Sydney’s Cory Nicely outlines what marketers can do to recalibrate and shift strategies away from hypertargeting to better messaging.
Article
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Angel Blesa, David Íñiguez, Rubén Moreno and Gonzalo Ruiz, International Journal of Market Research, Vol. 62, No. 1, 2020, pp. 58-78
An analysis was performed on millions of quotes by a number of insurance companies, covering a major part of the automobile insurance market in Spain.
News
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21/01/2020
Adtech firms have come under fire for “having their heads in the sand” with regards to data privacy and for failing to appreciate context when it comes to brand safety.
