Article
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Stephen Whiteside, Research on WARC, March 2021
A study published in the Journal of Marketing highlighted several opportunities and risks that may come from using genetic data in marketing campaigns.
Article
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Mike Addonizio, WARC Exclusive, February, 2021
Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.
News
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02 February 2021
Consumer packaged goods manufacturers such as PepsiCo are rapidly increasing their direct knowledge of consumers in ways that are reminiscent of wider trends in the media and advertising sector.
Article
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Dan Calladine, WARC Webinars, January 2021
Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.
Article
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Research on WARC, January 2021
이 문서는 2021년 스마트하고 정서적으로 지적인 경험을 구축할 수 있는 방법에 대해 생각할 시작점을 제공한다.
News
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08 January 2021
WhatsApp, the Facebook-owned messenger service, has updated its privacy policy in which users must agree to share their personal data with the social network or lose access.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020
Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.
News
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13 November 2020
Maintenance of accurate economic forecasting is just one of the difficulties posed by COVID-19, but a new paper outlines an approach that links actual transaction data with consumer sentiment to create a better picture of what is likely to happen nex
Opinion
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Jenny Stanley, October 2020
Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.
Opinion
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Rob Hollands, October 2020
Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.
Opinion
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Faris Yakob, October 2020
Dominos is not a pizza company – it’s a tech company that happens to sell a lot of pizza, observes Faris Yakob, but embracing experience design means it competes on experience beyond product.
News
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22 September 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 Privacy
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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26 August 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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28 July 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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31 May 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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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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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. But a better future is possible, says Rob Trono.
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 March 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.
