CRE Launches Big Data 'Primer'

In New York, Nielsen-funded independent think tank The Council for Research Excellence (CRE) has published a guide to help marketing and advertising industry execs understand the opportunities and challenges surrounding the use of 'big data'.

Created in 2005, CRE is dedicated to advancing the knowledge and practice of audience measurement methodology. The organization comprises senior-level industry researchers, advertisers, agencies, broadcast networks, cable syndicators, local stations and industry associations.

The new report, Big Data: A Primer for Defining and Implementing Big Data in the Marketing and Advertising Industry was produced by ad research veteran Gerard Broussard (pictured), Principal of Pre-Meditated Media, and includes interviews with several media and marketing execs on how they are currently using big data in their organizations. Later in the year, a 'wiki' version will be launched, that can be updated in real-time by execs across the industry.

The initiative was led by CRE's Big Data Committee, chaired by Stacey Lynn Schulman, EVP, Analytics and Research, Katz Media Group, who comments: 'We created the primer so we can get the industry on a level playing field, define the terms and have a definitive resource for media and marketing professionals. It is not written for budding data scientists, but for practitioners who are competent in current standard research practices and who want to upgrade their knowledge and skills.'

Web sites: www.researchexcellence.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.