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.
Campaigns from Fiat Chrysler Automobiles in the US, Big Bazaar in India and KFC in MENA are among the 20 brands that have been shortlisted for the Effective Use of Data category in the 2018 WARC Media Awards.
Amy Rodgers, Sophie Harding, Steve Lok and Damian Ryan, WARC Webinars, October 2018
Steve Lok, global head of Martech at The Economist, Sophie Harding, trends and insights director at Mindshare, and Damian Ryan, partner at Moore Stephens, discuss findings from the recent Martech Report.
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.
Data is offering more insight than ever before into how Indian consumers shop – the challenge for brands is navigating the amount of data and gaining actionable insights from it, according to a senior executive at Indian conglomerate, Aditya ...
We all like the new shiny thing but sometimes doing today’s work better is a far more effective solution. MediaCom Chief Operating Officer Toby Jenner says it’s time to put forensic analysis before digital transformation.
Brian Carruthers, Event Reports, dmexco, September 2018
Baidu, one of China’s largest tech companies and often compared to Google for its search capability, has developed a deep learning system that combines search intent, buyer behaviour, and real time location data.
This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
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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