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How the shifting data landscape will re-shape B2B marketing in 2022

Opinion • Jon Clarke, November 2021

2021 has been a turbulent year for B2B marketers from a data perspective. Jon Clarke of Cyance reviews the current landscape and shares his thoughts on how the data landscape will shift in 2022 and how B2B marketers can capitalise.

The art and science of data visualisation

Article • Mukta Lad, Event Reports, FUTR Asia 2021 Summit, October 2021

Plenty of data is available but it has to be tangible to be useful and R3’s Penelope Siraj discussed how this can be done during her presentation at the FUTR Asia 2021 summit.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

The Kellogg Company’s Charisse Hughes: ‘Consumers were shopping by their values’

Opinion • Cathy Taylor, November 2021

Charisse Hughes, SVP/Global Chief Marketing Officer of The Kellogg Company, talks to US Commissioning Editor Cathy Taylor for WARC Marketer’s Toolkit about purpose, first-party data, and how its vast brand portfolio allows for marketing experimentation. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

De Beers’ Martha Velando: ‘It's our duty to be true to our word’ on sustainability

Opinion • Anna Hamill, November 2021

Martha Velando is the Chief Marketing Officer for luxury jeweller De Beers. She spoke to WARC’s Anna Hamill for Marketer’s Toolkit 2022 about scaling up omnichannel strategies, focusing on effectiveness, and why shoppers expect more from brands on sustainability. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Why brands need panels to deliver accurate cross-media measurement

Article • Daniel Wong-Chi-Man, WARC Exclusive, November 2021

Panels will continue to play an important role filling measurement gaps that technology cannot account for.

Planning each step of the funnel: How India’s brands can lead festive shopping

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021 Summit, October 2021

COVID-19 has impacted the consumer outlook for brands and panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit list the key strategies that marketers should focus on during this festive season to drive consumer spend.

Proving marketing’s worth: The future of measurement

Article • Maren Seitz, WARC Best Practice, October 2021

Considers the impact of the demise of third-party cookies on marketing measurement.

Third party cookies: Taking the first party leap with second party marketplaces

Opinion • Farhan Khan, September 2021

Brainchild Communications’ Farhan Khan explains how his media agency is steering advertisers towards growing digital sophistication before the death of the third party cookie in 2023.

Building a marketing department’s capabilities, now and in the future

Article • Sam Peña-Taylor, Event Reports, DMEXCO, September 2021

Explores MMA research into marketing organisation capability building in order to ensure future growth.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

Why HSBC gets data and insights together in its marketing team

Article • Brian Carruthers, Event Reports, DMEXCO Conference, September 2021

HSBC’s global CMO believes that interpreting data, and fusing this information with insights, is the “special responsibility” of the marketing team.

Getting OTT on privacy

Opinion • Nial Ferguson, August 2021

The debate around consumer data and privacy has focused largely on the big ad tech players, but OTT businesses shouldn’t be complacent, cautions Sourcepoint’s Nial Ferguson.

Rethinking data-driven targeting to deliver more value

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

Data can be of immense monetary value to a business, but only if its source is based on real and consistent value in the lives of consumers.

3 in 15: The Future of Identity

Article • David Tiltman and Alex Brownsell, WARC Exclusive, July 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

Networked commerce and the power of India’s kirana

Article • Satish Krishnamurthy and Vishwajit Vyas, WARC Trends, July 2021

TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

The future of identity after third-party cookies

Article • Rob Berjon, WARC Webinars, July 2021

Robin Berjon, VP Data Governance at The New York Times, explains why user identity is only ever meaningful – and meaningfully actionable – in a specific context, and shares the Times’s vision for the future of contextual targeting.

Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

A new twist on privacy – planning for a post-cookie and IDFA world

Article • Jennifer Pelino, WARC Exclusive, July 2021

Implications for the advertising industry as it navigates new data privacy and compliance rules.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

The New York Times: Identity isn’t about identifiers – it’s about people

Opinion • Robin Berjon, July 2021

Contextual identity is a transition from indiscriminately finding people to finding high quality knowledge about people, writes The New York Times’s Robin Berjon.

The future of identity in a post-cookie landscape

Opinion • Reshma Karnik, July 2021

Only players that have quality audience data, track consumer journeys, make data addressable and diversify to different cookieless identity strategies will survive.

It’s time for marketers to reframe personalisation for a privacy-centric era

Opinion • Alex Brownsell, July 2021

The advertising industry has failed to make a compelling economic or societal argument for user-level targeting, argues WARC’s Alex Brownsell.

Privacy and responsible data use: Patchworks, platforms, and people

Article • Arielle Garcia, WARC Exclusive, July 2021

An overview of the consumer data privacy regulation globally.

The role of first-party customer data in helping brands to thrive in the post-cookie era

Article • Chanelle Harrigan and Nick Wright, WARC Exclusive, July 2021

Guidance for how brands can collect and manage customer data.

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.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.