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.
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.
NEW YORK: Dun & Bradstreet, the business information provider, is developing its offer around data, including segmentation and targeting, in order to accelerate conversion for B2B marketers, according to one of its top executives.
The second part of Rolfe Swinton's, director of data assets at GfK, blockchain webinar series explains specific actions that marketers and companies can take to develop their own blockchain plans and pilots.
MILAN: “Data is the beacon that should light up an audience-driven world,” according to Rob Norman – and the insights that can be derived from data can help brands succeed in the current environment of disruption and institution ...
GLOBAL: The European Union’s General Data Protection Regulation (GDPR) came into force last Friday and, with so much attention focused on how companies make use of personal data, a new global survey has found that most consumers take a ...
GLOBAL: Marketers and agencies faced with a huge and ever-growing amount of data will have to use artificial intelligence to make sense of it, while at the same time addressing the ethical issues of new data-gathering options, such as ...
AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.
Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Recent news surrounding the use of consumers' personal data has re-framed the debate around privacy, and with new legislation set to change the rules, companies need to be prepared to re-think communications.
In the pursuit of greater personalisation, we’re crossing the boundary between clever and creepy. We have reached advertising’s ‘uncanny valley’ - when technology becomes so human-like that it makes people uneasy – argues UM’s Michael Hanbury-Williams.
LONDON: A growing number of companies are mulling introducing redeemable incentives and forming partnerships to protect data in order to secure user consent for personal information ahead of the General Data Protection Regulation’s coming ...
US/EUROPE: Consumers increasingly understand the value exchange involved when they give up their data to brands but a significant proportion feel they aren’t getting the personalization benefits they have come to expect, a study suggests.
Consumers don’t know much about what personal data is being collected. It’s not until they start asking questions that the bottom part of the “data iceberg” becomes apparent, according to Tuomas Syrjänen, CEO of Futurice.
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.