Big data

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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.

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

Shell marketing chief: deep insights have critical role in B2B marketing

Article • Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2020

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

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.

DTC and OTT: the perfect marriage?

News • 25 November 2020

During a year when locked-down consumers have turned to both direct-to-consumer brands and streaming services, it makes sense that these are working more closely together.

Burger King: Flamin' Things Up in Singapore

Case Study • Vanessa Tan, Mark Haycock, WARC Media Awards, Shortlisted, Best Use of Data, 2020

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Clear Men: AI31 – Hijacking Live Games

Case Study • Thanh Vo, Ha Tran, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Clear Men, the shampoo brand, used predictive AI technology to engage tuned-out young men in Vietnam.

Direct Line: Lifetime Value

Case Study • Oliver Scargill, Claudia Ziegenbein, WARC Media Awards, Shortlisted, Best Use of Data, 2020

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

O2: Using Data, Empathy and Out of Home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Shortlisted, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

Jack Daniel's: Recruiting new Tennessee Honey drinkers

Case Study • Alice Brampton, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Whiskey brand Jack Daniel's ran a dynamic video campaign targeting specific potential audiences in the United Kingdom to attract new, younger consumer groups for its Tennessee Honey product.

PUMB: Data is the best deposit

Case Study • Iryna Kishchenko, Lesya Mandryk, Natalia Bulbuk, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

O2: Data-driven search delivers for iPhone 11 launch

Case Study • Emily Rose Cole, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Telco O2 channelled the power of data to drive sales growth and efficiency gains for Apple's new flagship device in the UK.

Sport Chek: Leveraging the Love… and the Hate

Case Study • WARC Media Awards, Shortlisted, Best Use of Data, 2020

Sport Chek, one of Canada's leading sports retailers, took understanding consumer behaviour to a new level to create sales opportunities and break through in an extremely competitive market.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

KFC: KFC Rainy Day Delivery

Case Study • Nicholas Short, Zoe Ren, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Singapore Airlines: Strategy taking flight

Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

SAP: The Future of Marketing has Feelings

Case Study • Fabian Preiss, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.

Entur: Data-driven media strategy for increased use of public transport

Case Study • Inge Hofstad Kjeilen, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Governmental organisation Entur drew on a combination of data insights to increase use of public transport, and make travel in Norway easier and more environmentally friendly.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Shortlisted, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

British Gas: Creative Personalisation

Case Study • Grace Raymond, Daniel Glynn, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Leading British energy supplier British Gas used personalised video to deliver targeted messages with the objective of driving brand awareness as measured by view through rate, click through rate and viewability.

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.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.
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.
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.