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.
Tara Beard-Knowland, Steven Ginnis, Research on WARC, Ipsos MORI, August, 2019
With people laying out their everyday light-hearted views – and deepest darkest secrets – for all to see,the amount of data readily available to anyone inclined to look is staggering, which raises important questions around the principles and legitimacy of analysing individuals’ data.
Major online platforms that currently dominate the UK digital advertising market will come under intense scrutiny after the country’s competition watchdog launched an official investigation into their practices, including how they use ...
Dr. Ann Cavoukian is a three-term Information & Privacy Commissioner of Ontario, Canada and creator of Privacy by Design (PbD), a framework that seeks to proactively embed privacy into the design specifications of information technologies, networked infrastructure and business practices, thereby achieving the strongest protection possible.
The use of consumer data for personalisation is a growing trend in India, two recent reports have revealed, but users and advertisers are about a year away from fully understanding the issues, according to one industry executive.
Could a digital dividend be the answer to seizing back power from Amazon, Facebook and Google? Rick Madigan, digital marketing strategist, MMT Digital, explains The idea that Facebook, Google and Amazon could pay a digital dividend and share some of their profits with consumers whose data they monetise is gaining momentum.
Marco Vriens, Song Chen and Chad Vidden, International Journal of Market Research, Vol. 61, No. 2, 2019, pp. 130-139
Online consumer behavior has become a valuable and viable source of consumer insights. Consumer comments in online forums, or discussion groups, have proven useful as a source to extract brand similarity data from.
Facebook, the social media giant, has been charged for enabling housing advertisers to use targeting tools in order to effectively discriminate against users based on criteria such as their race, nationality and religion.
Around two-thirds of consumers in the UK (63%) initially find it acceptable for websites to display ads in return for free access, but the proportion markedly declines once it is explained how their personal data may be used to serve target ads.
Even though Facebook has come under intense and well-publicised scrutiny about its use of data, it appears that three-quarters (74%) of American users are unaware the company lists their personal interests and traits on its “your ad ...
For all that direct-to-consumer (DTC) brands are disrupting categories and rewriting many rules of marketing, it remains the case that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply.
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.