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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

A guide to using big data and data-driven marketing, which must be designed around a clear framework based on marketing objectives to ensure it works for the entire business.
Why a careful approach to data can be a source of much-needed consumer trust.
How businesses can comply with the EU's General Data Protection Regulation.
Using DMPs to analyse and activate large volumes of customer data across marketing channels.
If used to its strengths, Big Data has the possibility to revolutionise the marketing industry.
In the face of ethical challenges, businesses must prioritise responsible behaviour to build consumer trust.

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