Article
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WARC Best Practice, April 2019
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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WARC Best Practice, May 2019
Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
Opinion
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Dr. Ann Cavoukian, May 2019
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.
Article
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Admap, May 2019
A summary of new thinking and best practice on data ethics from Admap.
Article
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Emma Firth, Admap, May 2019
The 2018 Facebook and Cambridge Analytica scandal demonstrated how the current data model is broken and how little control individuals have over data shared with third parties.
News
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02 May 2019
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.
News
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23 April 2019
Marketers need to rethink how they use data and consumer identities, shifting the focus away from targeting efforts to insights, two industry figures suggest.
Opinion
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Rick Madigan, April 2019
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.
Research Paper
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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.
Article
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Stephen Whiteside, Event Reports, SXSW Interactive, March 2019
Spotify, the audio streaming platform, believes that podcasts will have a central role in driving its future growth.
News
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29 March 2019
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.
News
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22 March 2019
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.
Article
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Research on WARC, March 2019
Looks into consumer data platforms (CDPs) in North America and how brands can use them to engage with today’s demanding customers.
Article
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Stephen Whiteside, Event Reports, CES 2019, January 2019
Digital tools like Bluetooth-powered labels can help fashion brands foster direct relationships with consumers and build customer loyalty over time.
Article
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WARC Best Practice, January 2019
Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.
News
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21 January 2019
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 ...
News
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10 January 2019
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.
News
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04 January 2019
Big data, and lots of it, is pushing and pulling consumers in two different directions, according to Natasha Hritzuk, VP of Consumer Insights at Turner, the media company.
Article
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Nazia Du Bois, Admap, January 2019
Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.
Article
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Dan Calladine, WARC Exclusive, December 2018
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.
Research Paper
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Natasha Hritzuk, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 394-398
This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.
News
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03 December 2018
Cambridge Analytica, the now defunct political marketing firm accused of harvesting data from millions of Facebook accounts, reportedly logged users’ preferences for certain fashion brands to target them with pro-Trump messages during the US ...
Research Paper
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MRS Awards, Finalist, MRS Award for New Consumer Insights, 2018
Non-profit organisation Which? brought the consumer voice into conversations about how data is collected, used and shared in the UK.
Article
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Sean Pillot de Chenecey, Admap, December 2018
Highlights the issues and opportunities for marketers concerning data privacy in 2019.
