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Big data theories & ideas

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Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Opinion

Now that the industry is getting to grips with building storage and manipulation capabilities to cope with the volume of data, attention will turn to making data work harder for us.

Opinion

Rob Isaacs, Head of Content and Partnerships at Lucky Generals and a judge for the 2017 Effective Content Strategy category at the WARC Awards, says that content marketing campaigns need to learn to love data.

Opinion

The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Article

Lack of variation in data can be indicative of a trend or problem in of itself, and so shouldn’t be ignored.

Research Paper

Unilever, a transnational consumer goods company, created The Fragrance Cloud, an inspiration system designed to create consumer-centric stories for business impact.

Article

Growing evidence suggests that recent trends in data analytics and first-party data segmentation have given rise to a problem known as 'survivor bias', where a brand's audience or customer base consists largely of people who have 'survived' its sales and marketing process.

Research Paper

SUPERCRUNCH By GfK, a German marketing analytics provider, introduced its Data Design Thinking templates to help turn concepts into specific analytics challenges and clearly defined use cases.

Article

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

Research Paper

Automation and neuro-research are two huge waves in the consumer research market, and they are predicted to revolutionize the industry by merging into one - automated neuro-research - a process understandable and accessible to all.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

Article

This article examines the effects of technological developments on modern life and warns that people will soon realise their costs.

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Opinion

Big data should not just be a third-party addition to the planning process, says Ethel Sanchez of the University of the Philippines, but a tool that current and future planners should become familiar with, if they are to continue seeing and shaping the future.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Article

This article looks at how Data Management Platforms can power better research and overcome the two key disruptive forces in the market; technology and data.

News

MUMBAI: Marketers may still be coming to terms with ‘big data’ but in future they are going to have to understand ‘dark data’ and combine that with behavioural psychology to predict human behaviour.

Article

This webinar replays WARC's session on "the Future of Strategy" at the Cannes Lions festival this year.

Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.