Manage your listing
Follow a step-by-step guide with online chat support to create or manage your listing.
Community
Let’s talk
Dana Stanley
Greenbook’s Chief Revenue Officer
Categories
Research Technology (ResTech)
June 10, 2013
#ARFAM8 : How can Big Data Move Research Forward?
Big Data: It’s definition, uses cases, and impact on research.
by David Brudenell
0
By David Brudenell
Big minds got together in the Marriott Ballroom following a short break to discuss the definition and use cases of Big Data and it’s impact on Research.
On the theme of cross platform measurement, Big Data’s impact was discussed at depth. Bill Pink from Millward Brown said that “Big Data has liberated research” by “[big data] models and analytics pushing the need for more deeper research to the questions that it uncovers”.
The conversation then moved to the Data Scientist and how big data is sold internally. Following commentary by Gian Fulgoni from comScore discussing the derth of data scientists and data-savvy managers in the USA, Aaron Fetters from Kellogg Company shared his successful experience of ‘selling’ big data to his CEO by using the MoneyBall example of how the Oakland A’s moved from a scout-led organization to a data-driven one.
From the topic of people, privacy was the next logical topic of debate. All parties made the boilerplate response to consumer privacy, with Nishat Metha from dunhumby making the brave comment that “brands may need to be more clear in communicating that they give free services in exchange for deeper consumer data.”
With the final question posed by Dave Morgan about where their new big data budgets will be focused the group provided a mixed response from Talent to simulations to getting closer to the customer.
Disclaimer
The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
Comments
Comments are moderated to ensure respect towards the author and to prevent spam or self-promotion. Your comment may be edited, rejected, or approved based on these criteria. By commenting, you accept these terms and take responsibility for your contributions.
More from David Brudenell
Research Methodologies
#ARFAM8 : Measurement issues from the CEO perspective
Two CEOS speak at ARFAM about their experience with media measurement.
David Brudenell
Managing Director at Eclipx Group
Research Methodologies
How Six Flags Achieved Record Success by Improving its Marketing Mix Models
The fundamentals of marketing mix modeling (MMM) and. specifically, its importance to Six Flags.
David Brudenell
Managing Director at Eclipx Group
Consumer Behavior
#ARFAM8 : Kellogg’s Targets Weight Conscious Women HH With Addressable TV Campaign.
How Kellogg’s approach media effectiveness through the consistent evaluation of Primary KPIs.
David Brudenell
Managing Director at Eclipx Group
Consumer Behavior
#ARFAM8 : Award Winning paper: What Drives Successful Telco Digital Marketing ROI on Facebook?
Sean Bruich and Ruth Krichelo from Facebook brought a supplier perspective of how Facebook used ‘Big Data’ to help its advertisers come closer to the ...
David Brudenell
Managing Director at Eclipx Group
ARTICLES
Top in Quantitative Research
Research Methodologies
Moving Away from a Narcissistic Market Research Model
Why are we still measuring brand loyalty? It isn’t something that naturally comes up with consumers, who rarely think about brand first, if at all. Ma...
Devora Rogers
Chief Strategy Officer at Alter Agents
Qualitative Research
The Stepping Stones of Innovation: Navigating Failure and Empathy with Carol Fitzgerald
Natalie Pusch
Senior Content Producer at Greenbook
Sign Up for
Updates
Get content that matters, written by top insights industry experts, delivered right to your inbox.
67k+ subscribers