Big data

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Using consumer signals to deliver meaningful brand experiences online and increase share of search

Article • Mette Breith , WARC Exclusive, Spotlight Australia, January 2021

OMD’s Mette Breith outlines how brands should leverage social listening alongside other consumer signals as the first step in delivering meaningful brand experiences.

National Health Service England: We Are Nurses. We Are The NHS.

Case Study • DMA (UK), Gold, 2020

NHS England, a healthcare service, encouraged more people to consider a career in nursing by using real nurses and patients in its campaign.

BT Sport: Unscripted

Case Study • DMA (UK), Grand Prix, 2020

BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.

PayPal: A little win for data-driven empathy

Case Study • DMA (UK), Gold, 2020

Paypal, an online payments brand, shone a light on the utility and ubiquity of its payment product range during a time of disruption for communities and families.

Titan Travel: Worldwide brochure – a personalised travel experience

Case Study • DMA (UK), Gold, 2020

Titan Travel, a travel agency, used personalised travel brochures to drive sales and revenue in the UK.

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Hyperoptic: Hyper-optimum bidding strategy – A global first

Case Study • DMA (UK), Gold, 2020

Hyperoptic, an internet service provider, boosted its share of the UK broadband market with a world-first use of algorithms by developing a hyper-optimum bidding strategy.

Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers

Case Study • DMA (UK), Gold, 2020

Toyota, an automotive brand, used hyper-personalised emails to pull consumers back to its service centres in the UK, consequently driving revenue of more than £5m.

Sainsbury's: Data Playback

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.

Preparing for the next black swan using data-driven simulations

Article • Mike Menkes, WARC Exclusive, December 2020

This article looks at the necessity of scenario planning for businesses going forward, as COVID-19 is just the most recent ‘black swan’ event to roil businesses.

Using narrative analytics to win customer trust: Applying machine learning and natural language processing to hundreds of millions of digital expressions

Research Paper • Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020

Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.

Finding the 80% of rotten apples in your innovation pipeline: How AI-based semantic analytics brought the breakthrough in early-stage product testing

Research Paper • Alexander Falser, Lukas Waidelich, Marco Walter, ESOMAR Conference papers, Insights Festival, 2020

German coffee chain Tchibo used semantic analytics to manage product testing of its weekly changing range of non-coffee products.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

Facebook: Stories can do it, "Bit by Bit"

Case Study • Ben Nilsen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Facebook, the social media platform, fast-tracked a comedian's rise to fame to demonstrate the capabilities of its Stories feature to the advertising industry in the US.

Levi's: What does performance mean to you?

Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clothing brand Levi's partnered with lifestyle brand Huck to celebrate modern masculinity, and drove an increase in brand consideration for its Performance range among men across Europe.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

BT: Democratising pricing insight

Research Paper • MRS Awards Papers, Winner, MRS Award for Insight Management, 2020

BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.

Colt Technology Services: Meet CAST – Colt’s CX Supermachine with seven identities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

Colt Technology Services: CX Pulse – Using machine learning to improve customer intelligence capabilities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

In our own tweets: LBGTQ+ lives on Twitter

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

Twitter, a social media network, used a blend of data analytics, semiotics and traditional research techniques to explore the implications for brands on how to authentically connect with the LGBTQ+ community.

Inside out: Social media influencers in rare and invisible conditions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Healthcare Research, 2020

Healthcare Research Worldwide (HRW), a research company specialising in healthcare, conducted a pilot study for a new method of understanding the digital behaviour of influencers with rare and invisible medical conditions.

Unilever: Geo-tracking – can you predict trends before they occur?

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

Research Paper • MRS Awards Papers, Winner, MRS Award for Healthcare Research, 2020

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

Visa: Consumer payments landscape – delivering a single source of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Visa, a financial services corporation, developed a single database to be used by all principle stakeholders in the complex payments market in the UK.

Predicting Macmillan’s impact on cancer patients’ quality of life

Research Paper • MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020

Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Marketing in the age of fragmentation

Article • 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.
What we know about segmentation

Article • WARC Best Practice, April 2020

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.