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Big Data

Big Data

Brands Find Power In The Little Data

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Brands gain from little data

One could argue that marketing has never been less instinctive – and maybe that’s not a bad thing. For years, decision makers fidgeted and vexed as marketing teams sought to explain why the decisions they had made ‘felt’ right. Today, digital technologies provide data in massive amounts and extraordinary detail, and those that make the most of that plethora of insight can, according to McKinsey, show productivity rates and profitability that are 5 – 6 percent higher than those of their peers.

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Big Data

Using Big Data To Shape Brand Experiences

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TESCO Brand Strategy

What can Big Data do for a brand? It depends on how it’s used.

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Big Data

Brands Need Big Insights Not Big Data

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Brand Strategy Big Data

For over a decade now, UPS delivery trucks in the USA have avoided making left turns. Analysis of tracking system data found that eliminating left turns – which often left the vehicle idling at an intersection for significant periods of time – would save time and gasoline. This is exactly the sort of insight that allows a company to change things for the better, but it can be really tough to find no matter how much data is available to you. 

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Big Data

Customer Behavior, Big Data And Little Insights

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Every time I step out of New Zealand and into a big economic region, the two things I notice are the crowds and the scale. Looking out over row after row of A380s parked on tarmacs, wrestling for room on a crowded street in a busy Asian city or seeing the world go about its business in a towering CBD, the immensity of humanity and the pace at which life operates is immediately apparent.

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Big Data

A Brand Marketers Guide To Big Data

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One of the big questions on the table for brand marketers is what to do with Big Data. The presumption is that more data means better marketing, but finding the path from more to better is the challenge at hand.

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