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.
If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.
Jem Fawcus, WARC Exclusive, July/August 2018, pp. 47-47
This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.
After a series of real-life mistakes made by competitor airlines, Velocity Frequent Flyer, the frequent flyer programme of Virgin Australia, released its own ‘mistake’ but then vowed to honour it; the stunt rebuilt consumer trust and resulted in the brand’s biggest transfer campaign in its entire history.
Ruth Zohrer and Becky Power, Admap, May 2018, pp. 20-21
With so many fragmented data sets at their disposal, how do marketers know what’s worth exploring, what’s relevant to the brief, or what might contribute to the creative process? Two techniques for using data in creativity are ‘data-based creative’ and ‘creative use of data’.
Jo Bowman, Event Reports, I-COM Data Creativity Awards 2018
IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.
Scott Symonds, Admap Magazine, October 2014
This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.