Advertising best practice, evidence and insights

What we know about data protection and privacy

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

What we know about GDPR

Article • WARC Best Practice, July 2020

Details key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.

What we know about the marketing applications of Big Data

Article • WARC Best Practice, May 2020

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.

The convergence of brand purpose and data ethics

Article • Rachael Smith, WARC Best Practice, December 2018

Outlines the six ways to effectively blend brand purpose and data ethics.

How ETL enables marketers to combine multiple data sources to form a single view for decision making

Article • David L. Smith, WARC Best Practice, May 2018

ETL (Extract, Transform, Load) allows marketers to combine multiple data sources and contributes to increased data hygiene, which is essential for effective marketing.

How publishers can get ready for GDPR

Article • Adrian Newby, WARC Best Practice, March 2018

Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.

How to build a data strategy

Article • Verity Gill, WARC Best Practice, October 2017

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

How marketers can get ready for GDPR

Article • Jo Blazey, WARC Best Practice, October 2017

This article looks at how marketers can prepare for the introduction of the General Data Protection Regulation (GDPR), a European piece of legislation that will come into effect in 2018.

How to build an effective Data Management Platform (DMP)

Article • Michael Plimsoll, WARC Best Practice, July 2017

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

How to manage consumer data responsibly

Article • 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.

The great cookie con

News • 22/09/2020

Far from harming the business outcomes of advertisers’ digital marketing, the end of third-party cookies and current audience targeting practices may actually make things better, according to Dr Augustine Fou.

Why GSK probed social to reach dentists

Article • Brian Carruthers, Event Reports, MRS FMCG Research Conference, July 2020

This article looks at how analysis of unstructured data can help target a hard-to-reach audience.

TAG DLT pilot: Demonstrating the benefits blockchain can drive for digital advertising

Article • Jules Kendrick, WARC Exclusive, September 2020

A cross-industry pilot of blockchain technology revealed promising results.

How to prepare for the next generation of commerce

Article • Stephen Whiteside, Event Reports, World Retail Congress, September 2020

The coming “fifth generation” of retail will require members of this category, and the brands that rely on them, to make significant changes to their strategies.

Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Prize for Asian Strategy, Shortlisted, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Nike: Next% – Speed is Your Currency

Case Study • Matthew Nolan, Lauren Cadman, Nicholas Short, WARC Prize for Asian Strategy, Shortlisted, 2020

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Shortlisted, 2020

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

Audience targeting: Why losing cookies may not matter

Article • Dr. Augustine Fou, WARC Exclusive, September 2020

Audience targeting using third party (3P) cookies is under pressure from privacy regulations.

Reframing OOH strategy in Southeast Asia for a post-COVID world

Article • Moving Walls, WARC Best Practice, September 2020

Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.

What we know about moment marketing

Article • WARC Best Practice, September 2020

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Maximising your digital availability to grow your brand online

Article • Gemma Spence, WARC Webinars, September 2020

Explores how brands can grow online in the competitive e-commerce landscape.

Sarcasm detection using machine learning algorithms in Twitter: A systematic review

Article • Samer Muthana Sarsam, Hosam Al-Samarraie, Ahmed Ibrahim Alzahrani, and Bianca Wright, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 578-598

Recognizing both literal and figurative meanings is crucial to understanding users' opinions on various topics or events in social media.

COVID-19 and race: Protecting data or saving lives?

Article • Richard Webber, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 528-537

This article uses the COVID-19 pandemic to demonstrate how our understanding of ethnic inequalities could be improved by greater use of algorithms that infer ethnic heritage from people's names.

Facebook’s dispute with Apple over iOS 14 hints at a discordant post-cookie landscape

News • 01/09/2020

Apple and Facebook have clashed over the need for app developers to secure permission to collect user data, and the dispute is likely to have major ramifications for brands and publishers.

Why DTC is not the enemy of retail

News • 01/09/2020

Building direct relationships with customers gives brands valuable first-party data that can be used to make retailers more confident in carrying the brand’s products, a new WARC Best Practice guide to both brands and retailers benefitting from ...

Big data