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How the NYT is using first-party data for better advertising

News • 24 December 2020

This year, the New York Times launched an advertising data program for direct-sold ads using just its own first-party data.

Data safety needs to be a priority for marketers to safeguard their brand

Article • Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020

Data safety needs to take on equal importance in marketing considerations as new data regulations and privacy laws take effect worldwide.

Growing programmatic maturity shifts marketer focus to contextual data strategies

Article • Mukta Lad, Event Reports, Programmatic Pioneers APAC Virtual Summit, October 2020

At the Programmatic Pioneers APAC Virtual Summit 2020, panellists shared thoughts on how to get more from programmatic advertising.

Account-based marketing: It's not what you think it is

Opinion • Michelle Thomas and Charles Baker, December 2020

Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in a business-to-business account-based marketing request for proposal.

Unilever: Putting the consumers voice through-out the business

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

Unilever, a consumer goods company, launched the Digital Voice of the Consumer (DVOC) programme which uses research techniques to empower the brand to detect incidents in the marketplace and provide actionable insights.

How Shell supercharged its insights-to-marketing process

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

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

LATAM Airlines: How monetising NPS helped us take CX investment decisions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).

Brands need to close the digital gap to deliver exceptional customer experiences

Opinion • Simon Dale, December 2020

Adobe’s Simon Dale argues that brands need to invest in leveraging real-time data and digitising engagement processes to unlock better customer experiences.

UK launches new watchdog to curb Big Tech

News • 30 November 2020

Facebook, Google and other tech giants will face more scrutiny in the UK from next year after the government announced that it is creating a new regulator to govern the behaviour of platforms which currently dominate the market.

EU proposes data protection rules for industrial data

News • 27 November 2020

Well known on the world stage for its activism on data protection, the European Union is now proposing legislation that would create a single data marketplace across the bloc to facilitate sharing.

How Direct to Consumer brands can win in the Asia Pacific region

Opinion • David Ketchum, November 2020

The DTC wave is still swelling in the Asia Pacific region but it will soon be a crowded marketplace, and marketers looking at DTC for growth must move fast and embrace new ways of monetising insights from media data to win.

Strategies for marketing teams looking towards rebound and recovery

News • 25 November 2020

Stock markets may have reacted with glee to the news that COVID-19 vaccines are on the way, but most business leaders are a great deal less sanguine, according to new research from Kantar.

Solving the paradoxes of the mobile-first world: Leveraging micro-segmentation for hyper-personalised marketing

Research Paper • Abhinav Mohan, Ashwini Bagkar, Somdipta Maity, Umesh Krishna, ESOMAR Conference papers, APAC, 2020

InMobi Pulse, a mobile research platform, partnered with mobile-first brand Swiggy to leverage micro-segmentation and solve the problem of low app retention in India.

Remaining human in a world of AI

Research Paper • Ramanathan Vythilingam, ESOMAR Conference papers, APAC, 2020

Unilever, a consumer goods company, examines how Artificial Intelligence's next level of business impact will be unlocked when human involvement becomes central to the conversation.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

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.

CX, data and social drive e-commerce in China

News • 17 November 2020

E-commerce in APAC continues to boom, with China leading the way.

To succeed in e-commerce in APAC, brands need the right mix of strategy, insights and channel choice

Article • Biprorshee Das, Event Reports, WPP Commerce: Lessons to succeed in APAC, August 2020

Experts from WPP detail how to achieve e-commerce success in the APAC region in a WPP webinar.

Re-writing the marketing playbook

Article • TD Reply, Research on WARC, November, 2020

The marketing industry has seen more disruption in the past 10 years than in the last 100.

Marketers – focus on your business, not the technology

Opinion • Lars-Alexander Mayer, November 2020

Too many companies are obsessed by technology and data, yet few have experienced significant improvements in return on investment (ROI) as a result of personalisation, writes Lars-Alexander Mayer.

The future looks bright for insights professionals who can marry theory and application

Article • Biprorshee Das, Event Reports, Zee MELT conference, September 2020

Hatted’s Dan Foreman outlines how the corporate insights function is shaping up and what the discipline could look like in 2030.

How the COVID-19 pandemic has accelerated the shift towards 'storelessness'

Article • Stephen Whiteside, Event Reports, Interactive Advertising Bureau Brand Disruption Summit, November 2020

Research by the Interactive Advertising Bureau (IAB), the trade body, has suggested that COVID-19 has pushed the digital revolution into a new phase.

There’s value in managing data correctly

News • 06 November 2020

Data and marketing professionals estimate that for every £1 spent on consent and preference management systems, they receive an average of £40.

Kroger Precision Marketing SVP Cara Pratt on media’s shoppable future

Opinion • Alex Brownsell, October 2020

Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.

Monetising NPS to drive investment in CX: How monetising NPS helped LATAM Airlines take CX

Research Paper • André D’Abreu, Heitor Torres, Dana DiGregorio and Shane Baxendale, ESOMAR Conference papers, Latin America, 2020

LATAM Airlines Group, an airline holding company, launched a three-stage research programme to provide insights into expected return from investment in CX.

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.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.