Bulgrin cautions marketing researchers against over-reliance on big data

Geoffrey Precourt

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Artie Bulgrin, perhaps the youngest living legend in the American marketing-research community, has some issues with the direction of his chosen profession.

"Big data is important," the MediaScience EVP/strategy & insights told a Miami Beach audience at KNect365's Media Insights and Engagement Conference (MIEC). "And the drive towards new data-driven ad models and treatments is very important –

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands