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Big data

The term ‘big data’ refers to data sets so large or complex that traditional data processing applications are inadequate. Examples are retail transactional and web tracking databases. Analysis of big data affords great opportunities for improving and customising brand experience, for generating insights, and for optimising marketing communications. However, it also risks short-term decision-making at the expense of brand-building, and requires attention to privacy laws and the risk of consumer backlash.

Key Reading

Important papers from across the Warc database

Ben Essen's Admap Prize-winning essay argues that marketers should use data to disrupt to the creative process, rather than to provide evidence and certainty. Embracing the data that make us uncomfortable, he adds, will help us ask the questions that unlock true creative innovation.
Why a careful approach to data can be a source of much-needed consumer trust.
Gian Fulgoni of comScore discusses the impact of big data, and its opportunities and perils.
How data can both transform how the consumer touches the brand and the application of online advertising.
Les Binet and Sarah Carter on the dangers of using data that shows only short-term fluctuations.

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