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.
Michael Plimsoll, WARC Best Practice, July 2017
This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.
This article summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.
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.
Personalisation is the latest industry buzzword but marketers need to think carefully about whether this is really their best strategy – and they can only do that by investing in the required analytics and asking hard questions about their ...
The data ecosystem in Asia-Pacific markets is less developed than in the US or Europe, which makes it more complex and difficult for marketers to execute plans, but a simple framework-based strategy can help brands put the fundamentals in place.
Good quality, meaningful and actionable data can serve to make marketers smarter about their business in many ways, but many brands make the same common mistakes, according to two experts from Facebook.
Dora Heinkel (†), Pia Blasé, Martin Oxley, Andre Schuenemann and Ralf Becker, ESOMAR, Congress, 2018
A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.
Procter & Gamble, the consumer goods manufacturer, believes that greater transparency, objective measurement and more “complete” data are required to help brands truly understand and serve consumer needs.
Marketers in Asia-Pacific are highly focused on achieving short-term goals, even though the vast majority believe a longer-term view would be better for their brands’ success, new research from Kantar shows.
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.
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