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.
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, Event Reports, INMA webinar, 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 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.
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 March 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 March 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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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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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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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 January 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.
News
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15 January 2020
A new initiative in India will give the country’s more than 560 million internet users a digital account aggregator, which will bring a totally new level of control over their digital financial data.
Article
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Sam Peña-Taylor, WARC Exclusive, January 2020
Provides both a topline and a more detailed breakdown of the Accenture-owned design agency’s trend predictions for the year ahead.
News
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10 January 2020
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 ...
Article
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Dan Calladine, WARC Exclusive, January 2020
Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
Article
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WARC Best Practice, January 2020
Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.
Article
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Hilary Gentile, Admap, January 2020
Healthcare marketers need to manage two types of data: medical data and consumer data, and the situation presents unique challenges when it comes to privacy and integration.
News
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24 December 2019
When Decathlon opened Hong Kong’s largest sports store in June its marketing plans made particular use of location data to successfully drive footfall.
Article
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Gabe Morazan, WARC Exclusive, December 2019
Looks at how brands can use newfound data awareness to actually drive improved digital experiences for their users.
